Chevrolet ‘Real People, Not Actors’ Ads Are Pretty Darn Real
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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.”
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Nope. Not real. About as real as that bridge I just bought in Brooklyn.
“I’ve just been bit by the Chevy bug” was never uttered by anyone who didn’t have those words written for them.
John you do realize that when they say it is real that they have to make sure it is real. Other wise the Federal Trade Commission would have shut this party down long ago.
I have heard you post things here I never hear anyone say so is someone writing for you too.
Even in the case like Lebron James. When he says he owns and drives a Kia he really has to own and drive one. They may have given it to him but as long as he is on TV saying he owns one he has to own one and drive it.
And to be exact I have seen him around town driving it. As well as his Rolls and Ferrari and his fleet of other cars. But yet he still owns the Kia and drives it.
The stuff said is highly edited from days of filming. This way they can get truth full comments that say what they want to say. It is the oldest trick in the book. There was also many things said they did not want you to hear too. Those were edited out and destroyed.
The FTC governs a lot of things like this. Even false claims like Split Fire plugs saying they make more power. They were taken to task over that and that is no longer a claim.
Advertising has to be honest. While some are very truthful many word things so carefully they can not be taken to task over it. Sub script on the add or some other thing will cover them on the boarder line stuff.
As for what people say never discount what comes out of their mouths. I have heard it all over the years.
One of my favorites is you are as handy as a pocket on a shirt. Or the one I just heard recently ” I have more miles backing up to the curb than you have in a straight line”.
The best line of all was from an old West Virginia man. He said he was called a Bull Shitter. He no Im not I am an able debater.
Corny. wise, motivated, ignorant , foolish etc you will hear it all from people and it will be different depending on where you live. I just spent a day hanging out with two buddies from Canada. Boy they have a way with words.
1. Editing days of film is irrelevant to topic. A phony actor pretending to be real is just as phony in heavy editing of days of filming as light editing if minutes of film.
2. You equate big and bold claims in ads with subtle nuance inferences. If GM claims the Tahoe is the Bestest car ever, they’ll get a call from the FTC. If on the other hand they have a person say, “Wow… this car is the best!” it’s hard for the FTC to prove the actor was acting or telling the truth. This ‘real person’ campaign is really a clever way to get around the FTC.
3. How do you know that all of the people were real? How do you know each add didn’t feature ringers? (Which would be my theory, since GM could readily produce real people if asked.) And have you ever heard of non-disclosure agreements? Is it illegal for players in ads to sign non-disclosure agreements? Knowing how crooked most things are these days I bet it’s perfectly legal.
4. You ignore the fact that casting occurred in Los Angeles. I live here. If you throw a donut there’s one in two chances it will hit an actor wannabe. With plenty of experience but no IMDB page. And so those actors know if you attend these tapings and ‘perk’ up you might just end up IN the ad. Or you do discount that as unlikely?
5. People say the darnedest things, ey? When they’re trying to get their actor face on TV… or when paid to do so under a non-disclosure agreement.
OH, and BY THE WAY —
6. Based upon your reliably ‘insider’ blathering and oft condescending tone, it’s clear that YOU are not a ‘real’ person as much as an employee/shill of ‘The General’. Which puts EVERY LAST COMMENT you leave in a questionable light
The Olympics ads are cringe worthy
John what you mistake for condensending is just confidence in my statement.
If you would do your home work and not just rely on what you think you too could be confident vs. well the way you are.
Let me help you get started.
https://www.ftc.gov/news-events/media-resources/truth-advertising
There is much more info on how this all really works.
All GM did is get a group of people that looked good on TV and shot them making comments over a few days and edited it into short sound bites that meet their needs. You can be sure they said this sucked and that is horrible too but that stuff will never see the light of day.
These spots are manipulated for sure but what content you see has to be stated legally or they would incur the wrath of the Federal Government.
Seeing they have been doing these spots for over a year I would think it is safe to say there is nothing sorted here.
As for a shill I must be well underpaid as I receive nothing and do not work for any automaker.
If you really want to see how advertising works in the auto industry read What Would Jesus Drive. It is a very good book by an ex advertising man for several large MFG. No the book is not on religion but it shows how the automaker use and do adverting with some very interesting chapters.
In fact the name of the book is very interesting and funny. They went to use a guy in Detroit that was Hispanic to confront a anti SUV group. They were asked what would Jesus drive and the Advertising man found a man in Detroit names Jesus and he drove a Suburban.
John it is a good read and you would learn a lot like I did with the information the author shares.
As off base as you are with me it makes me wonder how much else you are wrong about. You really missed it on who and what I am. Performance and racing is my line and auto industry study is a hobby.
EDITING — you keep focusing on an irrelevant point. One I’m not making. It’s a straw man argument. You’re saying, “The reason why these people seem so happy about Chevy is you’re not seeing when they weren’t.” That’s both a given and irrelevant. Why do you keep going here?!?
PEOPLE — “All GM did is get a group of people that looked good on TV and shot them making comments.”
You’re being a shill, apologist, employee, naive fool, fanboy, or some boorish combo. I’ll let the reader conclude instead of ask you which — lol.
If GM wanted real people they should have done this in Ohio. They did it in LA for plausible deniability. Yes, they wanted to hire from a base of pretty looking people. Why are pretty people in LA? They’re actors — that’s why. We’ve already been over why actors would ‘perk up’ and ‘like everything’. Hint: to get in a nationwide campaign.
FRAUD — I’ll hold your hand this time so that even you can understand this.
a. You hold auditions for a commercial in actor saturated Los Angeles.
b1. You ask for real younger people between certain ages that are ‘fit’ or ‘good looking’. You tell them they’ll be paid for their time. (In other words — you just asked for actors to apply without asking for actors… except you did… since actors read those trades for acting jobs.)
or
b2. You plant talent scouts in LA streets. At known actor hangouts. Of which there are many. You walk thru hangout and watch for pretty people who speak loud and clearly. Believe it or not: actors like to be discovered and so they actually talk louder than normal people… to be overheard. When they do this they talk about how everyone was so excited about them in this play or that commercial. They really do this. And it’s —king annoying as hell. It’s called ‘being on’ and it ruins whatever meal you’re trying to have… because you can hear every last syllable… as if they’re at your table.
In this scenario the scout walks up, introduces themselves, and says, “We’re doing an ad for a major corporation and we love your look and energy. We’re not looking for actors but just real people, okay? It will take 5 days next week and pays this. Interested?”
Guess what, shillfanboy? No. Guess. The actors don’t say “but I’m an actor” unless they’re Union.
c. By doing b1 or b2 the casting folk have a pack of good suspects. Now, here’s where it gets even better. Suppose NONE of these people are really actors. Okay? Impossible but let’s just say for spits and giggles. Well they’re marched around in groups in the sets, right? There’s group A, B, and C.
Eventually someone with half a brain asks, “All these people are going to be in the same ad with all of us?” And the producers say, “Oh no no! Don’t be silly. We’re using this many people to get a variety of reactions.”
Okay, so what does that mean? It means that after you’ve told your friends you’re going to be in a GM ad it turns out you might not. And so HOW OH HOW do you get IN the ads?
Well, when you’re marched around by Mr. Fake GM Marketer man with the beard and mustache, you realize the ad is looking for ‘shocked and impressed’ reactions. If they tell you GM wins tons of awards and you say, “Awards don’t impress me.” — you don’t get to be in the ad!
In this manipulated situation how many people choose honesty over celebrity? Again, if this were shot in Ohio probably about half. This was shot in LA. Phony Phacelift Celebrity Depot. It will be around %05 of the people in this town who decide not to play.
And if there’s actually a person like that in the group — is GM obliged to leave them in the filming? Not only are they edited out, they’re removed once it becomes clear they’re onto the fix. Removing them entirely never shows up in the ads, and therefore is no FTC violation.
d. Last but not least — the shills.
You believe the FTC is super uptight and ready to jump down GM’s throat. B!tch please. Ever notice how long it takes the Gov’t to clamp down on actual issues in GM cars?!? Most of our Gov’t is bought off by corporations at this point. Big oil writes oil legislation for duck’s sake.
But presuming you are right — that the FTC has a ginormous budget and task force simply desperate to pounce on GM — you STILL don’t get how it could work.
You plant shill actors in the mix of real people. (There was a black hipster in one of the truck ads. Yup. Black hipsters are all about Silverados. LOL.) Anyway, the plants — the shills — can guide the real people. They speak up first and positive.
“No kidding!” they say when GM suggests something impressive. “That’s awesome!” they say. Since most people are followers instead of leaders they… guess what… follow the leader. They smile. Nod in agreement. Don’t wanna rock the boat. And so GM edits out the leaders. The guiders. The shills.
But really — when you actually use your brain — you have to ask yourself —
e. — is the FTC going to actually sue you for including someone who says, “I think I’ve just been bit by the Chevy bug!”?!? The most phoniest crapola I’ve heard ever? The answer is —
— nope. Because it’s VERY hard to prove said person is a shill. It’s not obvious ENOUGH. To me and people who understand language its more than suspicious, but (on planet Earth, not Planet GM Fanboyshill) the FTC doesn’t have the time or resources to go after something so subtle and nuanced. And even if the FTC did investigate this —
f. — there’s a chance said person signed a non-disclosure agreement. And this is so easy to pull off. The actors are told upon signing, “We can’t have people talking about how we make these ads to anyone… and we don’t want our competitors to know what message we’ll be broadcasting 3 months from now.” Non-disclosure agreement — BOOM.
John you also need to note the other details you over look.
If a celebrity is endorsing something and they do not use it they have to say or post in the ad it is a paid celebrity endorsement.
if it is not a real person doing something it will post at the bottom of the screen something like this is a paid actor dramatization.
No the FTC is not looking for people that are saying they were hit by the Chevy Bug. They are looking for companies that claim they are real people making observations of the car. If they were paid actors then GM would be required to post in a sub script or make a statement they were paid actors. Other wise they would face harsh fines and would pull the commercial.
You know the kind where some old women are saying Martha’s husband died and she can not meet the bills. And one says she needs to do a reverse mortgage or buy some kind of insurance.
You even have voice overs for some of the legal commercials if there are limitations. Then you even have the Car Dealer spots on the radio that put a 75 word disclaimer into 3 seconds.
You can believe what you like I am not here to change your mind only state the truth.
So if they are fakes then find me their profile with the actors gild. Post when and where the auditions happened since you are so LA like.
While companies walk a fine line in many areas commercials claiming real people and being totally misleading would be shut down by the FTC as they already have done so in the past and forced the disclaimers. Second the networks would also shut most of them down as they do not want to be a part of the issue with misleading the public and being involved with a government branch investigating.
Is this where I am supposed to disparage you to make my point more true You appear to think this way. I don’t care who the company is this is how it works for everyone.
You say enough things on this web site I sometimes wonder if you really believe what you say at times. But I still think you are real.
If you want to believe that is fine believe but if you want to prove they are actors then provide proof. If they are paid actors there are records out there and you could break a really big story. Till them it is just talk.
“So if they are fakes then find me their profile with the actors gild.”
You’re clueless. This city is hip deep in Union and Non-Union actors. The Union MUST declare themselves as such. The Non-Union don’t. I explained that above.
“Post when and where the auditions happened since you are so LA like. ”
I never said I knew. I instead provided twolikely scenarios. All day long every day in LA there are people looking for ‘extras’. That’s one way. The second way I explained as ‘they come to you’ in Starbucks or actor eateries. By simply observing they can hold ‘auditions’.
“While companies walk a fine line in many areas commercials claiming real people and being totally misleading would be shut down by the FTC”
Still on this, ey? Well at least you’ve stopped the ‘editing’ nonsense.
See how you said ‘totally’ misleading? Do you recall the two times I’ve said ‘subtle and nuanced’? The FTC can’t break up a party based upon vague suspicions.
“If they were paid actors then GM would be required to post in a sub script or make a statement they were paid actors.”
They’re non-Union. Legally they’re not actors. They’re paid ‘participants’. Are non-Union actors actual actors? Not so cut and dry — something a court of law would need to decide. Are non-Union actors not real people? Of course they are real people.
Long before the internet there was mail fraud. Johnny Carson once did a public service by showing some deal for ‘8 kitchen hand towels for 8 dollars!’. What did the buyer get upon ordering this? 8 paper towels.
The big giveaway here is that articles keep appearing ‘reassuring’ customers that these ads are in fact real. Heck — maybe if they actually felt real they wouldn’t have to keep planting such defenses.
OK – minor point, but do you gentlemen mean FTC, or FCC? Far be it from the govt to overdue regulatory commissions, but I’m guessing FCC.
Second – well, they are “real people” – they have DNA and lungs and stuff, Some lines feel “planted” though … like bit by the Chevy bug. The comm’l that felt especially manufactured was a while back – the Silverado towing a camper, complete with a “secretary”, a fax machine, and a satellite dish that fell off. Humor!
As for LeBron, maybe he does drive a Kia. I doubt Shaq drives a LaCrosse – he couldn’t fit into it, if memory serves.
And as for LA casting – it’s a cutthroat business … and people will tell you whatever it takes to get the job. Yes, I ride horses, yes I mountain bike, yes, I love cars. I’m guessing, since GM is a union organization, they wouldn’t do non-union casting. SAG-AFTRA is pretty militant about non-union casting, and come down hard on advertisers and agencies that use non-union talent.
They’re real people, but the chances are really slim-to-none that GM and the ad agency would get in the middle of a Screen Actor’s Guild dust-up. Even if they do find people in coffee shops or bars or on the 3d St. Promenade, they’d be unionized before appearing on screen. It’s just not worth the hassle to have SAG boycott GM and their agencies – and that’s usually what they do.
Damn. A Captain. You outrank me. (Why was I a conscientious objector?!?)
“SAG-AFTRA is pretty militant about non-union casting, and come down hard on advertisers and agencies that use non-union talent.”
If GM is hiring non-Union actors as ‘real people’… GM isn’t hiring non-Union actors as actors. SAG can’t touch it.
Go to YouTube and look for “Wifi In Cars: Cruze 4G LTE WiFi: Woodchipper | Chevrolet ”
The young lady who said, “This is like… next level Chevy” doesn’t exist outside of a writer’s mind.
Go to YouTube and look for “Chevy Silverado Best-In-Class: Doors | Chevrolet ”
The guy who says, “I’m seeing a pattern here” couldn’t be more of a plant if he was standing in an arboretum.
This one is interesting ‘The All-New 2016 Chevrolet Spark – Chevrolet Arabia ‘
The host of the ad says, “I can see you’re interested in getting this.” The camera CUTS to two people nodding and saying, “Yes.” But we don’t know what they are responding to.
That’s a smoking gun… actors or not. And since it’s in a related ad campaign puts the entire campaign in the question mark zone.
Well, it’s all really confusing, this union/non-union SAG-AFTRA stuff.
I did read that some actors and athletes (Tiger Woods, Eliz Hurley, some others) each got fined $100k by SAG for acting in commercials with non-union talent.
I’m guessing the cheerful, bearded leader of the herd is a union actor, so he’d get nailed if the “real people” weren’t upgraded to union status (and get residuals). Again, I’m not a lawyer – there’s a thing called “Taft-Hartley” that (I think) a “real person” could sign on a one-time basis, they get paid a dollar, and hope the exposure gets them real acting jobs (??). It’s all too confusing for my simple mind – maybe they’re being fed lines from off-camera, who knows.
But yes, the “Real People” campaign feels pretty slick – vs., say, the “Whopper Freakout” thing from Burger King.
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