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

Because you can't just Like the Malibu

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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.


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.