General Motors marks a century in Africa and the Middle East with ‘Zero to 100 and Beyond’ Campaign

General Motors Africa and Middle East (GM) has unveiled‘Zero to 100 and Beyond’, a campaign marking 100 years in Africa and the Middle East by celebrating the people who have made its vehicles part of their lives, memories and culture. Connecting GM’s heritage with its vision, the campaign inspires pride in how far GM and the region have come together, while building excitement toward a more personalised, connected and safer future of mobility. 

‘Zero to 100 and Beyond’ reinterprets the familiar language of automotive performance as a story of shared progress. “Zero to 100” traces a century of GM’s regional presence, while “and beyond” expresses its commitment to continue pioneering innovations that help shape the roads ahead. The platform brings Chevrolet, GMC and Cadillac together within one story, with people at its centre.

The campaign unfolds through a cinematic film beginning with GM’s first operations in Egypt in 1926. Featuring a single ride down a desert road that transforms across decades, countries and characters, the story moves through the years as vehicles evolve, roads expand and infrastructure grows. Historic GM vehicles, period-accurate clothing and decor bring each era to life, tracing the evolution of mobility alongside the changing needs and aspirations of successive generations.

Along the way, the film reflects different expressions of regional progress, from a passion for style to advances in industry, women taking the wheel in Saudi Arabia and the UAE’s ambitions in space. These milestones sit alongside personal journeys, with solo drivers, couples and families reflecting the many ways people experience GM vehicles in everyday life. A cast drawn from Egypt, the UAE, Saudi Arabia, Kuwait and the Levant brings together different ages, backgrounds and walks of life, making the film a tribute to the people who have shaped GM’s place in the region’s culture.

The storytelling was designed to introduce younger audiences to this shared history in an engaging way, while embedding familiar cues for those who have lived through its different chapters. By connecting national milestones with everyday experiences, the film gives generations a shared point of recognition: the ways people travel, work and pursue their ambitions.

The journey leads to the present day and a look ahead, with GM introducing its Super Cruise hands-free driver assistance technology, set to come to the Middle East. Beyond the film, the campaign also recognises the regional partners and dealerships that have helped build GM’s presence over the decades, sharing their perspectives through interviews and quotes.

Furrukh Jawaid, Chief Marketing Officer, GM Africa and Middle East said “This region doesn’t pause. It builds, it advances and it imagines what’s next. For 100 years, GM has had the privilege of moving forward with it, helping build critical automotive infrastructure and bringing world-class Chevrolet, GMC and Cadillac vehicles to drivers across the region. What began with vehicles exported across the region has grown into something much bigger: a relationship built through generations of journeys, ambitions and memories. This film is a homage to the people who have made our vehicles part of their lives and, in doing so, made us part of their stories. We are proud of that connection and grateful for the trust behind it. ‘Zero to 100 and Beyond’ celebrates not only where we have been, but also the possibilities that lie ahead, reflecting our belief that the future of mobility should be shaped with the region, its communities and their aspirations at the center.”

McCann MENA led the creative strategy, concept, visual identity and film, drawing inspiration from GM’s century-long presence and the region’s transformative moments. Its remit was to connect these chapters within a single creative platform, giving Chevrolet, GMC and Cadillac a shared expression while retaining their individual place in the story.

Weber Shandwick MENAT served as communications lead, collaborating with McCann MENA on the film’s narrative and messaging to align it with the broader campaign objectives and ensure a consistent story across audiences, channels and touchpoints.

Nima Askari, General Manager, McCann MENA, said: “A hundred years is an incredible milestone, but for us, the most interesting part wasn’t the number itself. It was the stories behind it. Over the years, GM has become part of Middle Eastern culture, and you can see that in everything from the songs written about its cars to the local expressions people have given its brands, like ‘Chafar’ for Chevrolet and ‘Jims’ for GMC. This campaign is our way of recognising all the people who have made GM a part of their lives, their memories and their journeys.”

As GM celebrates 100 years in the region, it is looking ahead to the next century of innovation. Guided by its vision of Zero Crashes, Zero Emissions and Zero Congestion, GM is investing in technologies such as Super Cruise, software-defined platforms and new energy vehicles tailored to Africa and the Middle East. The company will continue to support local talent, advance sustainable mobility and help create a safer, cleaner and more connected future.