Chevy’s Real People are Not Actors. Check out Blazer and Competitors [UPDATE]

What does a Blazer have to do with a guitar, mid-century modern chair, or a guitar?

Update: Chevrolet pulled its new “Real People” ad from YouTube for unknown reasons. Below is a description of this spot.

Chevrolet’s “Real People. “Real People” are not actors. A series of commercials has already been criticized for having Bowtie’s participants say things so positively about their products that it makes it difficult to believe that anything is real. The new ads will be a furious response to the irritation caused by the current ads.

In the 30-second spot, a red Chevrolet Blazer is compared to a silver Jeep Grand Cherokee or gray Ford Edge. You will find a variety of objects, including a folding chair and a mid-century modern one, a crying clown painting, abstract art and an electric guitar. The host then asks the audience which items they would place in the Blazer, and which would go in the Ford or Jeep.

You’d expect it from a commercial: the “real” people choose hipper, more expensive items to put in the Blazer. Ford and Jeep take what’s left. The advertisement aims to show viewers that the Bowtie’s SUV will be the most stylish and fashionable choice in this segment. However, the spot seems a bit heavy-handed. People will naturally be drawn to the brightly colored vehicle parked in front a gray- or silver competitor.

Worst, the Blazer is an interesting entry into the crossover segment and has many compelling strengths. It deserves a better ad.

Chevy’s ads for “real people” are so old now that it’s hard to believe that participants don’t understand what’s happening. They are likely to be familiar with the ads and will gush about the Bowtie product, even if they don’t receive any coaching.

The second Blazer ad (above), is slightly better. Chevy simply parks the SUV in an area where people are walking and records their comments. Although Chevy cherry-picks the best positive statements, these people come across as real.