Roasting that deeply annoying “Real People” Chevy campaign.
March 20, 2017
The best thing about this mildly amusing parody of those “Real People/Chevy” commercials, which have been running endlessly on TV, is that it proves I’m not the only one who loathes the source material. And I do. Unreservedly.
I’m not sure why I (and others) dislike these advertisements so much. On the surface they are but showroom testimonials. Hardly creative but hardly nefarious either.
I suppose it’s the little things.
Like the seemingly random and unaware “real people,” who act surprised and delighted by the appearance of… cars? Gosh, we’ve never seen those before! Yet the curtains lift. Walls part. And lo and behold cars appear. By oohing and aahing, the allegedly unwitting folks come off as witless. Even if a $19,000 dollar Chevy Impala were capable of eliciting such responses, playing the reactions as spontaneous rankles what’s left of my jaded advertising brain.
And how about the ringmaster? Another supposed regular guy, only smugger. Note to Chevy: Being in on a joke that is positively un-funny only makes one complicit to the insult to our intelligence.
Digging deeper (if that’s possible in such shallow material), maybe it’s the adoration for Chevrolet’s commonplace vehicles that vexes me most. Nothing against affordable sedans and efficient trucks. They are the meat and potatoes of America’s roads, and we appreciate them as such. But falling to one’s knees and hugging the bumper, as one character does, is too disingenuous for words. Yes, this would play on, say, The Price is Right after winning one of these vehicles, but merely being shown these cars? And after the pomp and circumstance of so many vainglorious reveals… It’s crummy stagecraft.
I’m guessing from the many executions and frequency of airing that on some level this campaign is selling cars. In which case Chevrolet and its agency, Commonwealth shall have the last laugh.
I’m also aware that on these very pages I’ve written about my reluctance to criticize advertising in purely negative terms, which makes me a hypocrite. Perhaps my excuse for such shameless behavior is the same as Chevrolet’s: I couldn’t help myself.
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Normally, I don’t go for hidden camera stuff (in advertising or entertainment) but this provocative campaign for a difficult subject is an exception. What I admire is the light touch it took with such a heavy subject. For example, the main actor is youthful, handsome and charming. In ordinary circumstances any father would be delighted to have his daughter date a fellow like this. Not casting an older, salacious man invites us into the concept. When the girls run up and hug him our first reaction is hardly uncomfortable. It seems normal… until we grasp what’s going on.
The real people are real too. This is not a dumb observation. In my opinion 90% of so-called “real” persons seen on videos today come off as vulgar, coached-up buffoons. It’s all about BIG reactions. But here the unaware parents are more perplexed than SHOCKED!!! These are genuine reactions. The subtle shift into full awareness make the commercial utterly believable and, in a way, transfixing. The light tone is counter-intuitive and utterly effective. Bravo.
Read more in Adweek.
Client: BØRNEfonden (Child & Youth Foundation.)
Agency: Robert/Boisen & Like Minded
Heel to Hero…
Going from Heel to Hero and visa-versa has not only become predictable but is occurring at dizzying speeds. I think this phenomenon is grossly underappreciated. Not only is it changing how we view good news and bad news but it is shaping current events and enabling shocking new discourse in popular culture and marketing.
A perfect example is Colin Kaepernick. When he was first caught sitting in protest during the National Anthem at a pre-season football game, the world all but tore him a new asshole. Within two weeks he’s on the cover of Time magazine and high school athletes around the country are emulating his behavior. Last week his jersey outsold all others. Pretty remarkable given he’s not even the starting quarterback for the team. Colin Kaepernick went from a goat to a God. Just like that.
The confluence of social media, proliferate video, celebrity obsession, reality TV and other factors have created a perfect storm, enabling controversial behavior and in turn changing our perceptions of what constitutes good and bad, right and wrong, and it’s doing so in real time!
Look at what a sordid sex tape of Kim Kardashian started. Once vilified and humiliated, that negative take has long been forgotten. She and her get are some of the most famous people on Earth.
The camera loves errant behavior. And society loves cameras. Ergo anyone can be a “star.” Provided you punch through. Dropping your pants or taking a stance are two surefire ways of getting that attention.
Courting controversy is not the real news, however. Like many, I have been writing about this for years.
What’s especially fascinating is how predictable the pattern has become. And the subsequent opportunities this affords. Marketers can take more and bigger chances. So what if a campaign or Tweet creates a shit storm. Within hours, defenders will join the fray. Even turn the tide. One can game public opinion. Betting on the inevitable backlash should be considered strategy from the get-go. Whether we like it or not, this is happening. Certain groups will take advantage while others stand by gaping.
(Author’s note: I’m avail for copy, content creation & creative leadership: https://steffanwork.wordpress.com)
According to Tim Nudd’s marvelous piece in Adweek, this Secret deodorant commercial debuted on the season premier of The Bachelorette -a show I deplore but my wife and daughter’s adore. I’m not going to get into a rant on that but I do recognize the genius of this media buy. Like the Bachelor, the Bachelorette is a reality show about choosing a mate for life. Though such outcomes rarely happen long term for these contestants, the show acts as if it most certainly will. And that mythology is a potent one for lots of women and, I suppose, a fair amount of men. Whatever. This commercial flawlessly plays off and pays off the proposal ritual.
Instead of a rose, we get a fortune cookie. And the result is charmingly messed up. I won’t go into the plot. Watch the film yourself. It’s fabulous storytelling. Nudd’s analysis is spot on:
It’s a sly mix of comedy and tension, with great casting and subtle acting that really lets the scenario build nicely. When the reveal happens—even if you see it coming—it feels believable, and like a breakthrough, because of the obvious stress of the situation. Which by the way makes for a fine connection to the brand, even if inverting gender roles to sell product can still feel icky, however pure the motive.
The craft is first rate as well. Directed by Aoife McArdle for Wieden + Kennedy, the realness is laudatory – far more authentic than the Bachelorette that’s for sure. Everything about the spot rings true. (Not faux true.) The cast. The location. Direction and acting. It all works. I especially love the woman. Rather than get into specifics, let me just say it feels like we’re eavesdropping on a totally genuine moment and one that is delightful, romantic and full of life. Real life.
LOS ANGELES, CA – APRIL 27: (L-R) Guest, internet influencers Brittenelle Fredericks, Sara Dinkin, and musician Garrett Borns of BORNS attend Discover Los Angeles’ “Get Lost” Pop-Up Concert at The Geffen Contemporary at MOCA on April 27, 2016 in West Hollywood, California. (Photo by Charley Gallay/Getty Images for Los Angeles Tourism & Convention Board )
Buh-Bye, your services are no longer required.
Part of the reason I dig this story from Gawker is that it did NOT appear in a marketing trade publication. Not that Gawker has more integrity than Adweek or AdAge (it has less, frankly) but it IS a consumer-facing property and a popular one at that. Therefore, the story has more cultural currency.
What I really love about this story is that it calls bullshit on the idea that anyone with a few thousand followers on Instagram, Facebook or Twitter can be considered an “influencer” and worth paying money to. The practice of paying slews of d-bags thousands of dollars to “interact” with one product or another to “influence” buyers (in lieu of actually using creative ideas) has finally jumped its own self-made shark of stupidity. (In my opinion, it happened several years ago, when some fashion brand paid a Kardashian six figures for one God-forsaken Tweet.)
Paying celebs to endorse products is hardly a new concept. On the contrary, it may be the oldest trick in marketing. But the frenzy of chasing fabulous nobodies to capture the culture just reeks of laziness and stupidity. Why pay for creativity or thinking of any kind? Let’s just book a handful of Whoevers.
Read this quote from a social media strategist:
“I remember I once did a speaking thing to a school of young social media people, and they asked, “How do I become an influencer?” So I asked them what they were good at. And they said, “Nothing.”
As a father of young teenage girls, I am aghast by such vapidity and entitlement. Moreover, I want my kids to be as well. We’ll see. With scores of somewhat attractive, nominally talented young people appearing on too many reality shows to count, it’s easy to see how the easy way to fame and fortune took root. So, I’m delighted a controversial and popular site like Gawker is calling bullshit on one aspect of it. Having big boobs and tattoos is not a talent. So-called “influencers” should be skilled at whatever it is they’re fronting for.
The Happy Soul Industry
The Last Generation
Gods of Advertising 