Secrets of the ‘Real People’ Chevy Campaign

Chevy’s marketing VP describes why General Motors is sticking with the Real People not Actors campaign.

Love them or hate them, Chevy’s “Real People, Not Actors” ads are not going anywhere — because the marketer is convinced they are working. And it’s hard to ignore the evidence. One of the spots, for the Chevy Malibu, recently won the first-ever Automotive Tech Ad of the Year award from Nielsen. Meanwhile, Chevy parent General Motors last week reported that its first quarter profit surged 34% thanks to strength in the North American market.

The more than two-year-old campaign by Commonwealth/McCann enters its next phase this week with a new ad (above) for the 2018 Equinox, which recently began arriving at dealerships. The brand has stuck with actor Potsch Boyd, who plays the moderator in the focus-group style ads.

Ad Age recently caught up with Chevrolet U.S. Marketing VP Paul Edwards and Commonwealth/McCann Chief Creative Officer Gary Pascoe to talk about the campaign, including how Chevy plans to keep it fresh; how the brand finds those “real” people; and the strategy behind an Hispanic version that uses the same approach but a different moderator, Sergio Bruna.

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Source: Secrets of the ‘Real People’ Chevy Campaign | CMO Strategy – AdAge