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To paraphrase the bard, Sir Mix-A-Lot, for about six years the Chevy Real People campaign was the ads you loved to hate, the JR Ewing of NFL commercial breaks. I made about 15 of them. More if you count retail spots that got made with repurposed footage. 117 were made in total. And there’s a reason for it. Chevy had 38 straight months of year-over-year gains, car sales went up by about 32%, truck sales by 24%, and brand opinion was up 16 points. Needless to say, the work deserved the gold and silver Effies that the campaign won.
We didn’t stop at just TV though, we did print, social media, radio. And then after the Real People, Not Actors campaign ran it’s course, we did three more years of work that laddered into the Find New Roads tagline.