Chevy guy

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.”

 

Chevy guyBoy, 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?

See more posts in the following related categories: Chevy brand

1 Comment

  1. Chuck Mattina

    As someone who regularly conducts legitimate focus groups, the whole ‘surprise’ focus group aspect of this campaign bothers the heck out of me. Guess they must recruit for people who have never seen the campaign so they can capture that moment of Chevy surprise!! But hey, if all it takes to look like a real focus group moderator is a clip board, then I’m headed to Office Depot right now to stock up…

    Reply

Submit a Comment

Your email address will not be published. Required fields are marked *

The Ember mug makes you smarter

  The Ember mug   Tom Dougherty, CEO - Stealing Share 21 May 2019 The Ember mug makes you smarter My youngest son and his wife are notorious for giving some of the coolest gifts known to man. They are a thoughtful (and creative) couple. So whatever they’re...

Clif Bar logo comes alive, mystery dies

  Clif Bar   Tom Dougherty, CEO - Stealing Share 20 May 2019 Clif Bar logo comes alive, mystery dies When it comes to branding, there’s always a fine line between keeping the mystery alive and blowing it open for all to see. Take Clif Bar, which is unveiling...

Social media study shows struggle with importance

  Social media study   Tom Dougherty, CEO - Stealing Share 13 May 2019 Social media study shows struggle with importance Many marketers love social media because it’s cheap. And you can measure it in terms of likes, shares, retweets and comments. But, as a...

Share This