The Humor Reboot: How Jack Rogosin and I Helped Bring Chevy’s Weird Era to Life
Back in the early 2020s, Chevy was due for a vibe shift. Enter Gary Pascoe—then Chief Creative Officer of Commonwealth//McCann—who brought in myself and my longtime writing partner, Jack Rogosin, to help inject new energy, new humor, and new ways to show up in culture.
We weren’t just pitching car spots. We were rethinking how America’s most iconic automotive brand could play. And that meant hitting every level of the work: from Apple Pie Hot Dog (yes, the one with Guy Fieri), to the Sopranos Silverado EV Super Bowl spot, to the beloved, furry menace that is Walter the Cat.
Commonwealth//McCann had the scale. Gary gave us the trust. And Jack and I brought ideas that leaned unexpected, irreverent, and sometimes downright weird—but always grounded in heart. Chevy didn’t just want another anthem. They wanted to surprise people again. And we did.
This wasn’t just about writing scripts—it was about shaping personality. Establishing a tone that could flex across TikTok and Times Square. And turning creative “what ifs” into moments people actually talked about.
Whether it was helping bring the Sopranos back (and make 'em electric), or imagining a sports-loving cat that just won’t quit—Jack and I were there to make Chevrolet feel exciting again.
