Go Drive a Stove

There is a lot of sexism, prejudice, and violence toward female drivers. In Brazil, it’s very common to see men insulting women in traffic, telling them to go “drive a stove” as a nod to the stereotypes toward women and domestic work. So, we decided to join the conversation about the subject in our Chevrolet Tracker campaign to promote a restart. We started it with a nationwide spot, on primetime TV, starring real successful women, led by Paola Carosella – Celebrity Chef -to send a message that women belong wherever they want, even in the kitchen. Through the hashtag #RestartIdeias (Restart Ideas), people immediately started to talk about the campaign and discuss the problem across social platforms.