Last spring, Chevrolet embarked on a new ad campaign. The campaign was referred to as the “Real People, Not Actors” campaign and pledged to include the opinions and perspectives of actual, everyday consumers in the brand’s commercials. This move has proven to be successful for the company, as Chevrolet saw sales increase each month since March 2015. Now, the campaign continues in a new Chevrolet Malibu ad titled “Unbranded.”
The concept of “Unbranded” is simple: strip the branding off of a 2016 Malibu and have normal people guess what kind of car it is. In practice, the concept works wonderfully. The ad features the first three people to see the unbranded vehicle to ask if it’s a Lexus, and one of them even estimates the cost to be somewhere in the range of $50,000 to $80,000. The Malibu is, of course, neither of those things, and the people featured in the commercial were suitably surprised when the car’s true identity was revealed with a price tag of $22,500.
More is planned for the Chevrolet Malibu ad campaign, including commercial spots that focus on features such as Apple CarPlay, Teen Driver, and Low Speed Front Automatic Braking. The “Unbranded” commercial, however, chooses to show off the 2016 Malibu’s sleek, upscale design in a way that feels honest and authentic.