AN sat down with Chevrolet U.S vice president of marketing Paul Edwards, who reiterated how successful the advertising campaign has been.
“Our breakthrough measures — which are a matter of do people remember it, and they do, they know it’s from Chevy — continue to increase month after month. It really hit when we were starting to hit our stride,” Edwards said.
Not only has the campaign actually received an award — the “Unbranded” ad was recognized, featuring real people shooting in the dark as to what kind of car a debadged Chevrolet Malibu is — but the campaign has been spoofed to the delight of the internet.
Everyone’s favorite antagonist, Mahk, has taken YouTube by storm, offering up not safe for work parodies of the advertisements. Any press is good press, as they say. It may be poking fun at the concept, but it also continues to steamroll Chevrolet’s marketing message, despite being born with different intentions.
And, as corny as they may appear, Chevrolet swears the people portrayed aren’t actors. However, the footage is edited to keep with a consistent theme.
Edwards said the secret to keeping the campaign fresh, which launched two years ago, is continuing to explore different variables. He pointed to The Lego Batman Movie twist as one example.
Is there a timeframe for when Chevy will retire the formula? Nope.
“From where I sit two years in, there’s no sign that it’s losing steam. In fact, every month, like I said, it continues to pick up in terms of our ability to break through and drive opinion,” Edwards stated.