Chevy Brings in Poster-Child Millennials to Critique Millennial Advertising

Latest Comedic Focus Group Ad Goes Introspective

Published On
Jul 21, 2016

Editor's Pick

In a funny meta move, the latest of Chevy's "Real People. Not Actors" ads puts millennials on stage to critique millennial-style advertising.

The campaign has involved hilarious focus group scenarios starring everything from zombies and male strippers to a killer clown. This time, Chevy and agency Commonwealth McCann gather together a group of hipsters who appear to tick off all the millennial poster child boxes -- they're a good-looking young group, adorned with an assortment of beards, tattoos, piercings, funky hair and cool hats.

Yet when the group leader quizzes them as to how they feel about a car commercial that's designed to speak to them via the typical mIllennial ad cliches -- the aforementioned beards and tattoos, as well as dancing in open fields, sparklers, jumping in lakes, road trips, impromptu beach parties and an epic breakdance party in a gritty street alley -- they scoff at the strategy.

"Not everybody has tattoos, not everybody has beards, not everybody has piercings," says one guy with tattoos, a beard and piercings.

"It's a little too cliche, as I sit here with a beard, and tattoos," says one guy with a beard and tattoos.

Finally, the presenter gets to the point. "So what you're saying is you don't want us to build an ad that appeals to you; you want us to build a car that appeals to you." And voila! He unveils the all-new 2016 Chevy Cruze.

Credits

Date
Jul 21, 2016
Brand:
Chevrolet
Client:
Chevrolet
Agency:
Commonwealth/McCann
Chairperson:
Linus Karlsson
Chief Creative Officer:
Gary Pascoe
Executive Creative Director:
Duffy Patten
Executive Creative Director:
Bob Guisgand
Creative Director:
Gary Wise
Executive Producer:
Kelly Balagna
Senior Producer:
Adam VanDyke
Senior Producer:
Adam Davis
Account Director:
Jacqueline Redmond
Company:
Make
Supervising Producer:
Tim Mack
Director:
Zach Merck
Executive Producer:
Carolina Sanborn
Company:
Spotwelders
Executive Producer:
Dana Locatell
Producer:
Evan Cunningham
Editor:
Paul Sabater

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