Me-Pop
Behind the Work
To launch the all-new Chevrolet Groove to Millennials and Gen Z, we leaned into the one thing we couldn’t ignore: its name.
But while countless car brands have used music, we wanted to create something that mattered. We found that many young Arabs felt underrepresented by the music shaping popular culture. So we didn’t just make songs. We created a genre.
ME-Pop: the Middle East’s answer to K-Pop and J-Pop.
A genre built for young Arabs to see themselves in, celebrate, and own.
Instead of making advertising, we made an album. One that felt like culture, not marketing.
And people loved it. Even Timbaland.
Results That Matter
By creating culture instead of interrupting it, the campaign delivered.
- Groove became the #3 best selling crossover in the Middle East, and sold out.
- Young people turned the music into a movement, creating more than 13,000 organic TikTok videos.
- The album generated over 45 million plays.
