The Chevrolet Malibu‘s “Unbranded” advertisement, where the group of real people fails to guess what kind of car the all-new Malibu actually is, has been awarded by Neilsen with the Automotive Tech Ad of the Year award, according to Automotive News. The panel agreed the ad did an excellent job at putting a fun spin on highlighting the Malibu’s technology, such as Apple CarPlay, with a “creative hook.”
Paul Edwards, U.S. vice president of Chevrolet marketing, said the challenge of technology and advertising is to “articulate the benefit in a way that people can appreciate it.”
The spot hit every category looked at my Nielsen, which includes memorability, branding and likeability.
Nielsen measures an ad’s effectiveness with a national panel made up of TV viewers who have watched programming within the last 24 hours. From there, they answer survey questions about the commercials they are exposed to.
“A creative hook is the thing that draws you into an ad,” Scott Adkins, vice president of Nielsen Automotive, said. “It’s that element that causes you to not turn away, not leave the TV, not just daydream — but to pay attention.”