in one way or another. Most television commercials run in this ongoing campaign feature voice-over by television and film star Tim Allen. Chevrolet is the Car (2011–2012; South Korea, Japan) Driving Our World Forward/I'm proud (2011-; Canada): Chevrolet Sonic and Chevrolet Orlando ads were produced by Toronto-based production company Holiday Films. In Quebec, the brand introduced a new tag line: 'I'm proud'. The campaign included commercials in Mandarin, Cantonese, Tamil, Punjabi and Hindi languages. French version of the Antham ad also uses alternate slogan 'Chevrolet, et fier de l'être.' The fully integrated campaign includes TV, print and outdoor elements as well as extensive social media. The General Motors brand also held live events, including a concert in Toronto, presentations by parenting expert Nanny Robina and 'mompreneur' Erica Ehm, and a live yoga session. Mike Speranzini, director of advertising and communications for General Motors Canada, claimed that by leveraging the fact that Chevrolet is a global brand, consumers are seeing it in a more favourable light. Slogan in other languages include: 'Driving me (and) your world' (驅動你我的世界) (Mandarin Chinese, Cantonese Chinese) Love. Life. Chevrolet (2012–present; South Korea, Japan) As part of the Cruze campaign (in association with MacLaren McCann, Canada), outdoor vinyl materials, recycled seatbelts and bicycle inner tubes were made into messenger bags, laptop sleeves, and oversize totes. Live Better. (2012–present; United States) What do you #playfor (2012–present; Global Campaign): Chevrolet sponsors Manchester United replacing Aon as the shirt sponsor. The campaign slogan, "What do you #playfor?" attempts to engage users on social media. Chevrolet also launched multiple sites across the globe under the main Chevrolet Football Club website. Find New Roads (2013–; United States, Canada, Latin America): The slogan replaced the previous Chevy Runs Deep tag line, after Chevy Runs Deep campaign had been criticized as ineffectual. External applications of 'Find New Roads' was set to begin globally later in the first quarter of 2013. The first Find New Roads commercial, a 90-second commercial titled 'Dog & Doe' (produced by Commonwealth) featuring Chevrolet Volt, Spark, Sonic, Impala, Corvette Stingray, was premiered during 2013 Grammy Awards. The campaign was expected to cover 13 product launches for 2013 in the U.S. and 20 introductions throughout the world. In 2018, South Korea added a new slogan called "Find New Roads"+"다시 힘차게 달리다". Now they use "Find New Roads" again. Strong (2013-2019, Silverado Trucks): Using the Will Hoge song of the same name.