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Chevrolet Will Continue To Utilize ‘Real People, Not Actors’ Ad Strategy

Chevrolet has been under full swing of its “Real People, Not Actors” advertising campaign for some time, and the brand has been more than happy with the results.

During our interview with Sandor Piszar, director of Chevrolet truck marketing, we asked if the brand was ready to move on from its current campaign and focus on a new message.

“I think the over-arching brand strategy of ‘Find New Roads’ is perfect for not just the car side, but trucks too. I think you’ve seen the creative approach from ‘Real People, Not Actors’ and I think it’s compelling because people can believe in it. They can see themselves in those situations and saying those things and it’s relatable. You’ll see that continue from Chevrolet, we want to make sure we’re authentic. We want to be leaders in the space, and you’ll continue to see us push the envelope,” Piszar explained.

Chevrolet Colorado focus group ad

He also reiterated what Chevrolet’s core was: providing a superb value proposition in the marketplace, no matter if it’s a car, SUV or pickup truck.

“You’ll continue to see us be aggressive in the marketplace. We’re trying to stay humble, but hungry. We don’t want to brag, and we don’t want to get cocky, but we do want to bring great product to our customers,” Piszar said.

While we had Piszar, we also decided to ask the marketing guru his feeling on the back-handed compliment Nissan’s Titan ad delivered.

Nissan Titan Ad

“It was interesting creative. They’re obviously in an underdog position and have to be a little bit scrappy. I think from a creative standpoint they’re referencing themselves along with Chevrolet because they’re trying to bolster their brand because we’re an established player. So, more power to them,” he stated.

“I think it will be interesting to see what happens in that space. [Nissan] thinks it has found a ‘niche’, or a ‘tweener-truck’, but I would suggest Chevrolet trucks are better positioned. It’ll be interesting to see what they do.”

Former GM Authority staff writer.

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Comments

  1. that first picture looks like a hipster get-together at the local craft beer brewery. “Find New Roads” is more like “Find New Clueless People”. but if it is working, i’m all for it.

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  2. Those ads make me reach for the remote every time… Mute or fast forward is usually the result.

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  3. They need to find real people being real people not actors.

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  4. I hate these spots because being a car guy I think they are all idiots. But it if it sells cars go for it as idiots buy most of the cars.

    Paul these are real people. They are not actors as the FTC would shut this down fast if they did not post that these were paid actors like you see in other commercials. It takes a lot of time filming and a lot of editing to get these sound bites and fit them together for a 60 second spot.

    Besides GM could not risk this not being real as if it were found out this would be a PR disaster.

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  5. I like the ads, informative and not pushy-highlight our strengths and then let people discover for themselves what the other automakers are or aren’t doing. But enough with the WI FI I think that’s been done to death. Show them how easy it is to pair a phone and make a call, how easy it is to get in and out of, or how much gear you can put in a vehicle, how does it ride and drive, how does it handle a payload or tow a trailer in the real world-not just quoting third party sources.

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  6. If GM wishes to push more ads using “real people”, they should do it outside, and into parking lots or open spaces where you actually see “real people” looking over and around the filming. That will convince more “real people” at the sites, and on the ads.

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  7. I have all of the commercials on DVD. They rule!!!

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  8. they need to get rid of the synthetic humanoids. And have one real person do all of the advertising for Chevrolet. Howie Long.

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  9. I’d like to know if there is a way to find out the name of one of the “Real People” who are in the Chevy Malibu ad I just saw?

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  10. Looking forward to reading more. Great blog article. Thanks – Again. 745297090

    Reply

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