Make History

General Motors unveils a new marketing campaign spotlighting the brand’s sponsorship of the Southwestern Athletic Conference (SWAC) and commitment to Historically Black Colleges and Universities (HBCUs) through an intentional, authentic, and culturally relevant storyline.

“We understand that representation matters as we strive to be the most inclusive company in the world,” said Tarshena Armstrong, GM director of Diversity Marketing and Development. “We wanted to show the stories that few get to witness: the lesser-known athletes, scientists, engineers, artists, musicians and makers who all help to write the next powerful chapter of the SWAC’s legacy, all while featuring our amazing Chevrolet, Buick, GMC and Cadillac vehicles.”

Created by the award-winning creative agency Majority, directed by Grammy-winning director Alan Ferguson and featuring a soundtrack called “Stay On It” by legendary Black composer Julius Eastmen, diverse talent cumulated to produce the “Make History” campaign. Filmed on Southern University and Prairie View A&M University campuses, the campaign shows students and alumni displaying their HBCU pride while voiceover of southern hip-hop legend Scarface poetically conveys the SWAC experience: “We are past, present and future, all in one. Because the best way to honor our history is to make history.”