Facebook just unveiled its new "Reactions" buttons that invite consumers to express their feelings beyond the "Like," and Chevrolet is one of the first advertisers to jump on the new feature in a new ad promoting the 2016 Malibu.
The spot features the automaker's celebrity spokes-V.O. John Cusack and talks about how we've become a society whose reactions to everything from a birth, to a first day of school, to a moment of shock have until now been limited to the middling "Like" on the platform. Now that Facebook has expanded our ability to express ourselves, Chevrolet capitalizes on the opportunity to invite viewers to show their "Love" for the 2016 Malibu.
The ad was created out of Commonwealth McCann and directed by Park Pictures' team The Mercadantes, known for capturing emotion in surprising ways, for brands including Dick's, Facebook and Prudential.
"Timing couldn't be more perfect for Chevrolet to bring the all-new 2016 Malibu and Facebook's new Reaction buttons together," said Paul Edwards, vice president of marketing for Chevrolet in a statement. "The midsize segment has traditionally offered many options to 'like,' but only the new Malibu inspires the emotion to 'love.'"
"We have used Facebook to create so many important connections between our brand and millions of our customers," he added. "To give them the opportunity to 'love' us through Facebook Reactions adds a new dimension of meaning that helps us grow closer to everyone who loves our cars and trucks."