Chevrolet Is One of the First Brands to Jump on Facebook's Reaction Buttons
New Ad From Commonwealth McCann Promotes the 2016 Malibu
Editor's Pick
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."
Credits
- Date
- Feb 24, 2016
- Brand :
- Chevrolet
- Client :
- Chevrolet
- Agency :
- Commonwealth/McCann
- Chairperson :
- Linus Karlsson
- Director :
- The Mercadantes
- Production Company :
- Park Pictures
- North America Chief Creative Office :
- Gary Pascoe
- Executive Creative Director/Copywriter :
- Duffy Patten
- Executive Creative 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 :
- Katina Mercadante
- Director :
- Daniel Mercadante
- Executive Producer :
- Scott Howard
- Producer :
- Maya Owings
- Editorial :
- The Whitehouse Post
- Editor :
- Sam Gunn
- Assistant Editor :
- Lauren Richardson
- Producer :
- Jennifer Mersis
- Visual Effects :
- Carbon
- Audio Producer :
- Eleven Sound
- Music :
- Lullatone
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