Real People. Not Actors.

This campaign was born out of a very specific need. Chevy had lost ground to its Japanese and Korean competitors. Chevys were seen as old and out of date, when they were actually the best-looking and most technologically advanced that they had ever been. We knew people wouldn’t believe us if Chevy was the one telling consumers that they were great. We knew it had to be “real people” reacting the new Chevy’s. So that’s exactly what we did. The campaign was so successful that we shot over 130 spots over several years. The campaign won at Cannes and garnered an EFFIE for Brand Renaissance.

It also spawned some funny memes and was parodied by Progressive Insurance.