Tom Dougherty, CEO – Stealing Share
1 October 2018
Chevy guy is back and oh so smug
Yes, the Chevy guy is back and as annoying as ever. In a new spot airing over the weekend, he appears by showing that Chevy has won the JD Power dependability award for the third year in a row!
Wow. How impressive.
The ad is actually broken up into three parts in which each part ends like the commercial is over. Then it comes back showing the next award winner. And so on.
“There are other reasons I hate this campaign. Chevy guy is one smug bastard who constantly annoys me. And seems to take pleasure in surprising the people the campaign claims to be real.”
Boy, the Chevy guy is certainly proud of those JD Power awards.
For regular readers of this blog, you know how I feel about this campaign. That they’re a crock of shit.
For one thing, a JD Power award means nothing. Basically, you hire JD Power to test whatever you want them to test, and they give you an award for it. It has the same importance as the Good Housekeeping seal of approval. It just means you paid for it. I know from experience.
You don’t even have to listen to me. From a Consumer Reports story: “And of course there is J.D. Power & Associates, who reportedly charge hundreds of thousands of dollars to car makers just for access to their survey results and then charge another big-time fee for the right to mention their awards in ads. Additionally, they provide a separate, equally pricey service where they help car companies make improvements that should result in higher ratings.”
Why make Chevy guy the face of the brand?
There are other reasons I hate this campaign. Chevy guy is one smug bastard who constantly annoys me. And seems to take pleasure in surprising the people the campaign claims to be real.
Oh, I’m sure they’re not actors. But, as I’ve said before, they are coached. Why else would there be a wardrobe change?
As for the format of three 10-second ads, well it’s clever. I’ll give Chevy that. And I’m all for doing something different in order to gain attention.
But here’s the truth of the matter. If they hadn’t done it that way, we’d fail to notice. Because we don’t care. I’m sure many Chevy guy with his proud JD Power award ads stream across my TV everyday that I don’t notice. Breaking it up into thirds makes you look up. But I sure wish it meant something other than being about the truck and some bogus award.
Where’s the driver in these things? How do the real people see themselves in these brands? As being mocked by Chevy guy?
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