Commonwealth//McCann, which recently won creative duties for Chevrolet’s Silverado line from Leo Burnett Detroit, just released a new campaign for the larger Chevy brand.
The work looks to turn the staid car ad model on its head by utilizing a common ad trope: gathering a bunch of non-actors and gauging their reactions to the product in question. Its goal is to push the “smart car” concept while selling the new Chevy Malibu.
The first spot in the campaign gets to the heart of the matter with a little completely inappropriate “TMI”:
The series continues with different subjects/victims in “Eyes on the Road,” which proves that even zombies, puppies, and burned-out rock stars can’t detract from the brilliance of Chevy:
That’s a pretty hard sell. The next ad goes even further in comparing one vehicle to another and presenting subject with what we’ll call “a Sophie’s choice”:
The first ad launched yesterday, and Chevy recruited various notable personalities to promote it under the #BestDayEver hashtag by “perform[ing] good surprises” for Americans.
Here, for example, is the redneck guy from The Walking Dead doing…something good.
— Jill Harris (@JillHarris69) April 2, 2015
More ads are visible on the Chevy YouTube page with additional broadcast work to air in the coming weeks. Given the client’s recent vote of confidence in its agency, we expect to see more, different work for Chevrolet throughout the year.
The campaign has five separate credits lists, so we’ll just post the first.
Creative Chairman Linus Karlsson
Chief Creative Officer Gary Pascoe
Executive Creative Director Duffy Patten
Executive Creative Director Bob Guisgand
Associate Creative Director Dan Marvin
Art Director Celia Nelson
Executive Producer Brian DiLorenzo
Executive Producer Kelly Balagna
Senior Producer Matt Flaker
Account Director William Wilt
Director Zach Merck/MAKE
Executive Producer/MAKE Founder Dana Locatell
Supervising Producer/MAKE Partner Tim Mack
Editor Ting Poo, Spot Welders
Online/VFX: Larry Chadwick
Sr. Audio Engineer, PLUTO, Detroit, Grant Castleberry