Chevy Throws Facebook’s Reaction Buttons Into Its New Malibu Commercial

Because you can't just Like the Malibu

Headshot of Tim Nudd

Facebook's new Reaction buttons launch today, allowing users to go beyond a simple Like and choose emojis representing "love," "haha," "wow," "sad" and "angry" instead. Chevrolet celebrates this momentous occasion with a new online commercial, in which it bemoans the one-dimensional Like, mostly because you have to "love" and not just Like the new Malibu.

"Timing couldn't be more perfect for Chevrolet to bring the all-new 2016 Malibu and Facebook's new Reaction buttons together," Paul Edwards, vp of marketing for Chevrolet, said in a statement. "The midsize segment has traditionally offered many options to 'like', but only the new Malibu inspires the emotion to 'love.' "

It's a decent bit of topical content, as far as it goes. And because Chevy also posted it on Facebook, we know how people feel about the ad itself (by Commonwealth/McCann). At the time we posted this: 78 Likes, 14 Loves and a single Haha.

CREDITS

Client: Chevrolet

Spot: "Likes to Love"

Agency: Commonwealth/McCann

Creative Chairman: 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: Gabrielle Gardner

Senior Producer: Adam Davis

Account Director: Jacqueline Redmond

Account Supervisor: Kalyn Barnum 

Production Company: Park Pictures

Director's: Katina and Daniel Mercadante

Executive Producer/Park Pictures: Scott Howard 

Producer/Park Pictures: Maya Owings

Editor/ Whitehouse: Sam Gunn 

Asst Editor/Whitehouse: Lauren Richardson

Producer/Whitehouse: Jennifer Mersis

VFX Company: Carbon

Audio: Eleven Sound

Music: Lullatone

Media Agency: Carat

SVP, Group Director: Nick Johnston

Communications Supervisor: Kate Boland

Associate Account Director: Nick Boylan


@nudd Tim Nudd is a former creative editor of Adweek.
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