For decades, Chevy trucks were synonymous with hard workin’, hyper-masculine men loading heavy things onto their dusty pickups while Bob Seger sang in the background.

But somewhere along the way, the Chevy truck owner evolved. They were no longer one dimensional caricatures defined solely by their work- life. Turns out they’re real people, defined by their life-life.

This campaign repositioned and modernized Chevy trucks message, features a voiceover by Buzz Lightyear, and even a cameo from My Little Pony.