Chevrolet’s famed (or perhaps infamous) “Real People, Not Actors” ad spots had a good week this month surrounding viewership. During the week of February 5-11, Chevy ads held first, fourth and fifth place.
The rankings come from iSpot.tv, which tracks the number of impressions via national broadcast and cable television airings.
First place goes to “Freeway Talk,” which features Chevy’s “real people” discussing J.D. Power awards and dependability on the side of a freeway. The ad racked up 355,063,577 impressions with an attention index of 78. The attention index measures view interruptions. If the viewer changes the channel, pulling up the TV guide, fast-forwards or other various actions, the score drops.
In fourth place, Chevy’s “Easy Choice” ad garnered 227,347,988 impressions for the week with an attention index of 143. The ad shows children declaring they’d rather their parents pass on a Chevrolet Silverado than a Ford F-150 when they grow up. The ad’s attention index was the best of the rankings and had 43 percent fewer interruptions.
Finally, in fifth place is the brand’s “Family Reunion” ad. The “real people” give their opinion on the 2018 Chevrolet Traverse, and (surprise!), their extended families hide inside the vehicle. Over the week, the ad accumulated 209,853,124 impressions with an attention index of 47.
Comments
It’s time to roll out Phase 2 of these commercials during Olympic Prime Time.
If I have to view them one more time I might go insane.
When does the repetition of an Ad start having a negative affect on brand reputation?
How about a Bolt Head-to-Head with Tesla 3, America’s Team winning in Corvette and Camaro, a How-To on the simplicity of Volt, or Chevy as America’s Brand for clean diesel?
I really Miss the like a rock ads.
I can’t hear Seger today and not think Chevy trucks
These ads drive me nuts. For years, Campbell-Ewald brought us so many memorable, powerhouse ad campaigns. “See the USA”, “Baseball, Hot Dogs, Apple Pie and Chevrolet”, “The Heartbeat of America”, and “Like a Rock”. These ads struck a chord with Americans. Chevy ads also used to tell a real story about the product’s features. Things people could get excited about. Then, Chevy said adios to Campbell-Ewald. Now, the ads are bland. Boring. Mundane. All they can seem talk about is how big the infotainment screen is, and wi-fi, and JD Power. Blah blah blah. I’ve had enough of seeing the bearded idiot sitting at a table, on the side of the freeway, with a racially-correct collection of nit-wits, and JD Power bling. No wonder everyone drives a boring SUV/CUV. They’re serenely boring, like the ads. Conformist vehicles. Chevy doesn’t even try to get people excited about the truly exciting products they still offer. When’s the last time you saw a Camaro or Corvette ad?? Halo cars help people get excited about the brand, even if they don’t buy a halo car. Chevy…re-hire Campbell-Ewald to handle your advertising!!
What do you guys think?
It’s March 2018 and I haven’t seen any of those “Real People-Not Actors” commercials. GOOD RIDDANCE! Most annoying ads ever! “OOOOH, Chevy!” “OOOOH, looks like a BMW!” OOOOH, I’m ready for a trade-in!” The commercials scream FAKE, FAKE, FAKE, and scripted. Did I mention they look FAKE? Most of us buy a car to take us somewhere. Never saw a Chevy going anywhere in these commercials, except coming to a stop. OK, you convinced me: Buy a Chevy if all you want to do is sit in it. If you actually want to go somewhere, leave it in the driveway!
These commercials are so annoying I would NEVER buy a Chevrolet EVER AGAIN–NEVER AGAIN!
Since we haven’t seen these commercials so far this month, are they done and over with? Or, unfortunately, regrouping for another assault?
I love this ad. This is amazing
What people or actor? An actor is just people and people is just an actor. LOL 😀
nice post, thanks for sharing!