Chevrolet has since moved almost entirely to its approachable “Real People, Not Actors” advertising strategy, trading in celebrity endorsements for common folks you and I likely relate to.
The Atlantic decided to go in-depth on just how “real” these ad spots are. And, in turns out, they’re pretty darn real.
Specifically, the report comes during the 2016 Rio Olympics, where you have likely spotted Chevrolet’s most recent efforts showing off its numerous J.D. Power accolades. In the ads, the people cast seem genuinely shocked at the awards, but Steve Majoros, Chevrolet Director of Marketing, offered a little more insight.
He stated the “real people” are genuinely real, However, Chevrolet does choose certain individuals for specific target markets and ad spots. The commercials are also edited to tell the best story possible; everything the individuals say is unscripted.
“The number-one way people today find out about things is they look for people they trust,” Majoros said. “If you needed help to replace your furnace or air conditioner or roof, what’s the first thing you’re going to do? You’re going to do a Facebook shoutout … We want to make people feel like, hey, this isn’t just us telling you. This is your friends, your neighbors, your coworkers, people just like you.”
Through this common authenticity, Chevrolet has seen plenty of success, despite some studies showing the ads come off as ineffective. Majoros combated the highs and lows with an appropriate Olympics analogy.
“On the bell curve you have your haters and your lovers,” Majoros said. “It’s like gymnastic scoring. Throw out the high, throw out the low, and see how the masses are reacting.”