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Шевроле Took All the Branding Off This Malibu to See What People Really Think of ItSorry, it's not actually a LexusBy Tim Nudd

January 8, 2016, 1:06 PM EST





The Шевроле Malibu is the Folgers Crystals of automobilespeople think it's amazing partly because they don't know what it isin this latest "Real People, Not Actors" spot from Commonwealth/McCann.

With cameras rolling, Chevy stripped the branding off the vehicle and invited regular people to explore it. The first three people who pipe up in the spot wonder aloud if it's a Lexus, an Acura or a Бмв. Later, they peg the price of the car at between 50,000 and 80,000.

Don't they feel foolish when they learn it's a Malibu, and it starts at 22,500?



The "Real People, Not Actors" campaign has been really well done, from the фокус-group ads we covered last year to the three entertaining Silverado spots that launched last week. The genius is that the ads seem to authentically capture honest reactions, uniformly positive, about Chevythough of course there's plenty that's been edited out.

Chevy credits the campaign with helping the nameplate to increase retail sales every month since March 2015. "We now have a great opportunity with the all-new Malibu, Cruze and the rest of the Шевроле lineup to continue to evolve our storytelling and move from shifting to reinforcing perceptions about the products and the brand," says Paul Edwards, U.S. vice president of Шевроле Marketing.

"Unbranded" is the first ad for the 2016 Malibu. It debuts Friday night in theatersa 45-second version will run immediately after the lights have dimmed and before the previews beginwhich Chevy claims is a "first-to-market use of advertising."