Chevrolet ‘Real People’ Ads Sticking Around For Foreseeable Future5
Chevrolet’s iconic (can we say iconic? We think so. Everyone knows them, and everyone loves to poke fun at them) aren’t going anywhere, anytime soon, according to Automotive News.
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.
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No one knows better if they work or not but Chevrolet. I don’t really pay much attention to commercials but I’ve see a few of Chevy ads. They don’t sway me one way or the other as I like to do my own research, but I know they ride some people crazy 🙂
It’s very unlikely that the ads don’t sway you one way or another. This type of ad isn’t saying ‘buy a Malibu’. Yes, there’s an ad that appears to be just that but it’s not actually the point of the ad.
This campaign is brand recognition and pride. Instead of someone saying, “Yeah, I could only afford a Chevy” the campaign rebrands to, “I can’t believe how surprisingly great a Chevy is.”
It’s not meant to sell you a car. It’s meant to model the idea that when you go car shopping, smart charming and pretty people consider Chevrolet.
This type of ad, by the way, is meant to work with the sound muted. So as long as you merely see the ad here and there — you’ve experienced the rebranding.
I am not a actor but I play one on TV.
Sales have been down 5.7% in April, and down another 3-something % in March.
You’d have to believe that Chevy would (or at least, should) be looking into alternate expressions by now.
Doesn’t mean they should shelve “Real People”, but a) the results aren’t there, and b) Find New Roads is getting lost.
And Silverado’s getting lost.
True dat. You would think they would find something else rather than continue beating a dying horse.