Commonwealth//McCann Continues ‘Real People, Not Actors’ Effort for Chevy

By Erik Oster 

Commonwealth//McCann continues its “Real People, Not Actors” campaign for Chevrolet, promoting the 2016 Chevy Silverado with a series of three “unscripted” spots showing why it’s superior to comepetitors.

In “Mobile Office,” for example, the moderator shows a group of guys with demanding, mobile careers the difference between the Silverado as a home office and the Ford F-150. Since the Ford F-150 doesn’t come with built-in Wi-Fi, it’s been outfitted with a trailer, with a secretary and fax machine inside. The Silverado, by contrast, has built-in 4G-LTE Wi-Fi and can connect up to seven devices. It’s a completely absurd comparison, of course, but it does serve to inform viewers (including those who may be loyal to other brands) of the Silverado’s built-in mobile office capabilities. “Saws,” meanwhile, presents participants with the choice between modern power tools (meant to represent the Silverado) and an old-fashioned hand saw (you get the idea) and “Trailer” features a moderator grilling a focus group on questions about pickup trucks and their capabilities, with a twist. As with its predecessors the new spots suffer from the over-the-top nature of the approach as well as being a bit long in the tooth (the online versions each at least approach the two minute mark).


Credits:
Silverado “Mobile Office”
Creative Chairmen: Linus Karlsson
Chief Creative Officer, North America: Gary Pascoe
Executive Creative Director, Copywriter: Duffy Patten
Executive Creative Director, Art Director: Bob Guisgand
Creative Director, Art Director: Tim Mattimore
Creative Director, Copywriter: John Fiebke
Executive Producer: Kelly Balagna
Producer: Adam Davis
Account Director: Bill Wilt
Director /MAKE: Zach Merck
Executive Producer/MAKE Founder: Dana Locatell
Supervising Producer/MAKE Partner: Tim Mack
Executive Producer/ Spotwelders: Carolina Sanborn
Senior Producer/ Spotwelders: Lisa English
Editor/ Spotwelders: Paul Sabater

Silverado “Saws”
Creative Chairmen: Linus Karlsson
Chief Creative Officer, North America: Gary Pascoe
Executive Creative Director, Copywriter: Duffy Patten
Executive Creative Director, Art Director: Bob Guisgand
Associate Creative Director, Art Director: Gary Wise
Associate Creative Director, Copywriter: Scott Lenfestey
Executive Producer: Kelly Balagna
Producer: Adam Davis
Account Director: Bill Wilt
Director /MAKE: Zach Merck
Executive Producer/MAKE Founder: Dana Locatell
Supervising Producer/MAKE Partner: Tim Mack
Executive Producer/ Spotwelders: Carolina Sanborn
Senior Producer/ Spotwelders: Lisa English
Editor/ Spotwelders: Kevin Zimmerman

Silverado “Trailer”
Creative Chairmen: Linus Karlsson
Chief Creative Officer, North America: Gary Pascoe
Executive Creative Director, Copywriter: Duffy Patten
Executive Creative Director, Art Director: Bob Guisgand
Associate Creative Director, Art Director: Gary Wise
Associate Creative Director, Copywriter: Scott Lenfestey
Executive Producer: Kelly Balagna
Producer: Adam Davis
Account Director: Bill Wilt
Director /MAKE: Zach Merck
Executive Producer/MAKE Founder: Dana Locatell
Supervising Producer/MAKE Partner: Tim Mack
Executive Producer/ Spotwelders: Carolina Sanborn
Senior Producer/ Spotwelders: Lisa English
Editor/ Spotwelders: Ting Poo

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