Chevy Commercial Uses Photos to Tug at Heartstrings, ‘Dear Photograph’-style

During the World Series last month, Chevrolet aired a new commercial that might have felt familiar to many of you. Featuring old photographs overlaid on their modern day locations, the concept is identical to the images found on the website Dear Photograph, which we featured back in June.

Dear Photograph‘s owner, Taylor Jones, says that his website helped popularize the technique, and is miffed that he wasn’t credited by Chevy:

When you look at it, there appears to be a lot of creative similarity, so I was hoping they would a least acknowledge that they were inspired by my site. I didn’t invent the technique of taking a picture of a picture — but I did popularize it by creating a unique site that brings together the physical technique with deeply emotional reflections that are expressed as captions. My site receives submissions from around the world and has been seen by more than 10 million visitors [#]

Regardless of whether the idea was inspired by Dear Photograph or not, it’s cool when the creative photographic techniques we feature here become popular and show up in mainstream media.

(via Mashable)

  • Lostphoto

    I have no idea who Taylor Jones, and I’ve used this technique before.  Im sure a lot of people have.  Not nearly a creative enough idea for you to close sole rights to it, jerk.

  • Graysmith

    I’ve seen these sort of photos for years, so I don’t think Dear Photograph ought to be demanding too much credit for it.

    That said, it is very likely that the (apparent) popularity of that particular website caught the attention of the advertising agency who created this ad though. It’s unfortunately very common for advertising to nab ideas straight from viral phenomena, and there’s never any acknowledgment of it either. You can bet there will be some Super Bowl ad next year cashing in on something that went viral this summer or fall.

  • Anonymous

    The guy doesn’t even take the photos, he just posts other peoples photos. He wants credit he needs to start making the images happen instead of just claiming internet fame. Prick.

  • phoSumpro!

    we did this 9 months ago for a spec:

    reposted on our vimeo:

  • cormacolivetti
  • James t

    there’s also this photographer from the 70’s, kenneth josephson

  • NovacaineFix

    I agree, credit is nice but so many people have done this prior.  Maybe credit should also go to HP for their commercial campaign with:

     The Cure singing “Pictures of You” [link –
     The Kinks – “Picture Book” [link –
     Not sure of the artist – link –

  • Moderndemagogue

    You guys are idiots. There are no original ideas. This is a good spot, by a good brand, with a solid agency — don’t flatter yourselves.

  • Tom

    The pictures are modern made to look old. In other words they faked it. Compare the tree in the last photo. All the branches are exactly the same