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.