“The New Premium,” Starring The 2015 Chevrolet Tahoe: Ad Break
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The 2015 Chevrolet Tahoe introduces new levels of luxury for the Tahoe nameplate. The cabin of the new SUV is swathed in leather, garnished with soft touch materials and complimented by new technologies. Once inside, the one word that comes to mind is “premium.”
Many Tahoe customers will accept the luxurious amenities and state-of the-art technologies with open arms. However, you should be warned, the premium interior might lead people to think you are a little wealthier than you really are.
Chevrolet’s “The New Premium” ad for the 2015 Tahoe features a couple returning home from their date night. The wife offers to drive their babysitter home, who quickly comes to the conclusion that her employers are a little wealthier than they’ve let on after poring over the Tahoe’s premium cabin. When asked how much she charges, the babysitter bumps the price up $20, on the assumption that — with a luxurious car like this, her employers can surely afford it. Check the ad out just below.
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Funny
This ad teaches that getting more is more valuable than standing on one’s word. It is disgusting and shameful that we have lost our ethical compass.
You’re reading too much into a 30 second ad about fictional events; It’s not a ethics barometer.
No ‘outrage’ for the Passat ad that virtually said the same thing. I wonder how it slipped under the radar.
I agree with you. Just because it looked expensive she made a judgment callthat this family must have money. It’s sending the wrong message.
I agree. My reaction to the commercial was – ” wow” what a selfish, deceiving brat” and by casting it as “funny” Cadillac is in essence – condoning and legitimizing the behaviour. Sad. The entitlement generation. “Hmmm …these people appear to be rich, so it’s OK to rip them off”. She even admits that she didn’t have to work hard to earn the $40…. ( the kids went to sleep right away) but regardless – just because they seem “rich”, she somehow thinks its OK to steal from them…. WOW! How about… “I want to work hard and earn $$ so I can have one of these some day”. Was it a coincidence that they portray her as fat – implying she is greedy? Despicable ad!!!!! Some ad agency certainly ripped off GM BIG TIME!!! Hope they can get their $ back!
As much as you are judging an individual in a 30 second commercial as a not-hard-working, overweight teenager. I am saddened to imagine how much you are projecting your insecurities on others.
I totally agree. This is a horrendous advertising in the values it portrays. I get so irked every time it plays and wonder how such an ad got approved. Is this how America thinks and portrays the values it wants to instill in its kids?What is remembered is not how nice the car is but how awful and scheming the kid is. A new low in advertising.
Wow!! I thought the beautiful young lady was asking for more so she could save up to buy her own vehicle one day. It appears to me that she admired the vehicle. I might ask for a raise tomorrow.
@corky A babysitters job is a very important responsibility regardless if the child/children are asleep. You should be ashamed of your self for degrading the babysitters out there. I feel sorry for all the narrow minded people with negative feedback.
I hope they let her do another ad.
I was so appalled at that commercial! Here Chevrolet is condoning taking advantage of your fellow man and moral fiber and ethics mean nothing. That ad reinforced that nobody in America cares about values any more. I remember (yes I am that old) the TV shows like Father knows best, Leave it to Beaver that were all about good family values and high ethical values. Chevrolet clearly has lost all its ethical values.
I completely agree with king! I feel like this commercial is inappropriate! It teaches kids to manipulate, deceive and it’s frankly, in appropriate! Every time I watch this it makes me sick!
What a horrible ad. The girl changes her mind as to what is owed her because of her “perceived” affluence of the parents. “Obviously, if they can afford a car like this, they can pay me more.” This brat is only interested in getting more than honoring her agreement.
The kid is a brat….hate the ad! I would give her the $40.00 and tell her that is the last baby-sitting job she gets from me!
I detest the Tahoe/babysitter ad. It’s disgusting and is not worthy of the name Chevrolet. Chevrolet means solid, good, reliable, steady, family, to me. This ad represents none of those things. It makes me cringe every time I see it.
Please, take it down, and get someone with a sense of responsibility to do your ad work.
There is nothing American about this ad. Hope kids realize they’d deserve to be fired for behavior like this. Can I walk into a dealership and say hey, your manager drives a pretty fancy car, you guys aren’t hurting for money, so would you sell me a top end Camaro for the $15k I can afford? If so, give me a call. So I can turn you down.
Take this off the air! I totally agree with these other comments concerning this Ad. Children do NOT need to view this commercial, this girl is a greedy brat and takes advantage of the people who trusted her. I would have only paid her the contracted price. I also agree that this is going to backfire on you! I wouldn’t buy a Tahoe..you don’t need my money”
Your “New Premium” Chevy Tahoe commercial is reprehensible. What sort of ethics are you teaching here? That it’s OK to reneg on a deal that’s already been agreed upon, and try to gouge the other party just because they have a fancy car? Great American values there, especially when displayed alongside the spectacle of the greatest athletes from cultures across the world.
“What sort of ethics are you teaching here? ”
None, because a car commercial doesn’t exist to teach you and your children about ethics.
Can’t you do any rational thinking on your own?
I hate this ad. The little girl is shown to be a greedy liar. I hope the woman didn’t pay her the $60! Chevy Tahoe, this ad is backfiring on you. I just hate this ad.
You realize this is a make believe situation, right? Also, you missed the entire point…it’s portraying that the Chevy Tahoe now has a luxury-vehicle feel to it. It’s meant to be funny. I am amazed at how narrow minded people are. Seems to me that maybe the ad has too much intelligent symbolism for the ignorant people posting that it’s the kids fault.
@KML
so on point!!
see my comment above
Disgusting ad. Am I to believe that the GM executives, who approved this ad, have a daughter like this and this is normal behaviour for their daughter?
This no longer became an ad about a Chevrolet, but, an ad about a snotty kid. Great impression GM.
It’s sad that advertisements are promoting the behavior of the teen in this video. The Chevy Tahoe is thought of as a family vehicle but it led me to have a conversation with my children about all that was wrong with the commercial. I had to explain to them that they are trying to make wrong behavior seem okay if someone’s selfish needs are met. The teen in the commercial is modeling behavior that I hope to never see in my children. If Chevy thinks it’s okay for a teen to be dishonest for selfish reasons what kind of business deals are they making. It is sad if they think this behavior is acceptable or funny. It is wrong.
It is just a commercial. Just sit and enjoy it. Honestly, I laugh everytime I see it due to the fact that she is a little brat and demands more money. Sounds like something I’d do
Seriously…how are these negative people able to function as human beings on a regular basis that they don’t realize that it’s just a commercial! Every single one of them missed the point of the ad which is to show that the 2015 Chevy Tahoe now has luxury-like features! It’s not that hard people!!!!!!! I laugh every time I see it too!
@KML-good point!
Terrible message. This is a good reason to NOT buy a Tahoe. I know how many screens an ad like this goes thru before it makes it on air. So this tells me that GM management is willing to be unethical and think it is cute? And to run this ad during the Olympics??? Not funny. Not cute. Not a good impression of GM.
Is the ad actually promoting this behavior? Or recognizing that swindling brats have existed since the dawn of babysitting? As if this sort of behavior is anything new. Overcharging is about as “American” as it gets, but that’s a story for another time. Many parents could also be looking at this ad and relating to it as that one time a babysitter attempted to get more than their worth.
The ad also leaves us with a cliffhanger, and therefore doesn’t exactly glorify or condemn such behavior one way or the other. Did the parent tell her to take a hike and never hire her again? Or was the parent gullible enough to go with it? You be the judge.
Shame on you GM! Snotty, bratty babysitter! You are also warning future buyers to watch out, people will think you have more money than you actually do if you buy this vehicle. I despise this commercial!
Watching the Olympics…Could you possibly play this commercial any more???? How about a different model?
And we wonder why people think that they are ENTITLED to more because YOU have more! I am disgusted by this commercial.
Congratulations! You just indoctrinated a 14 year old into the axiom that “greed is good”. Terrible message! Shame on Chevrolet and their advertising agency and managers. What makes this worse is that our children are watching the Olympics and are coming away with a corrupted view of how to conduct themselves in this world. She could have just said, “This is what I’m saving my babysitting money for.”
“Congratulations! You just indoctrinated a 14 year old into the axiom that “greed is good””
Really? American children are THAT easily indoctrinated? A 30 second ad and then they’ve wrecked their life?
I’m with you Graw, these people need to lighten up
I am with Grawdaddy and Breid!!! Lighten the hell up people. If you believe a 30 second commerical will wreck your child’s life then you are a horrible parent. You teach your children ethics and proper behavior not TV ads or video games or movies, you do. It was a cute ad and it made me giggle. I think I tried to do that when I babysat 25 years ago. It is called negotiating and we all do it.
I work in Marketing. There is no mistaking the message. It is, you are rich and I can rip you off. This ad is disgusting. Chevrolet should be ashamed to put it on the air. The correct ending for the ad would have been for the babysitter to say, “This is what I’m saving my babysitting money for!” and the woman to say, “Well then, here’s some extra money to put toward that goal!”. What Exec at Chevy parked her or his brains at the door? Yank this ad now!
“I work in Marketing.”
If only you could prove that beyond just your opening sentence. Too bad you didn’t, and too bad for your credibility.
Besides, the marketer wouldn’t write the dialouge; that’s the job of the copy writer.
This commercial characterizes everything bad about Chevy and America. Poorly engineered cars with superficial gizmo features made in a country that glorifies shallowness and values greed. Well I guess it is appropriate to be shown during the Olympics held in Russia.
Philip, with so many baseless and inaccurate statements, I wonder how you live in the modern world.
1. “Chevy” is “poorly engineered. Dumb and inaccurate. Try again.
2. “Superficial gizmo features”. Dumb and out of touch with the market.
3. “Glorifies shallowness and values greed”. I wonder how you would describe the values on which America was built.
4. Your “Olympics held in Russia” closer seems to have some kind of twisted political view behind it. Based on the first sections of your BS comments as outlined above, I don’t even want to know what that is!
This ad is tasteless.
It’s not funny to see a young teen try to take advantage of an adult, based on her assumptions about a seemingly luxurious car.
Some of the background messages are really unsettling, too. An empty box of chocolates in front of the babysitter in the first scene, suggesting she just uses up everything?
You’re not selling any messages I want to embrace.