Brian DiLorenzo
Executive Producer at Biscuit Filmworks
Detroit, United States
TitleEyes On The Road
Agency
Campaign Real People, Not Actors
Advertiser General Motors Corp.
Brand Chevrolet
Date of First Broadcast/Publication 2015 / 3
Business Sector Cars
Story Chevrolet injects the boring old focus group with an element of surprise -- and terror, and delight -- for the "Real People, Not Actors" campaign, launching today out of Commonwealth McCann. The effort subjects real folks to what appear to be the typical brand-driven survey sessions, but ultimately turn out to be spiked with tons of fun. 
Philosophy In one film, for example, the presenter asks the group to keep their eyes fixed to a screen before them, which features the view from a driving car. The task's made damn near impossible, however, when male strippers come in to flex their pecs and zombies enter, threatening disembowelment. It's after these charades that the moderator introduces the crowd to the 2015 Chevrolet Cruze, which helps people focus on their driving by allowing them to reply to text messages with the push of a button.
All of the films help to promote the features of Chevrolet's 2015 lineup. Another film gives the focus group the 20 questions treatment, to an absurd extreme, while yet another centers on one-on-one sessions in which the interviewees gets blindsided by a killer clown. A road test film also shows parents the benefits of in-auto wifi, while one more poses a tough choice to Mom and Dad.
The campaign also features a special livestream today on ChevroletBestDayEver.com, where the bfrand will treat viewers to a series of surprise concerts and guest apperances. 
Media Type Television
Length
Executive Creative Director
Executive Producer
Executive Creative Director
Supervising Producer/MAKE Partner
Executive Producer
Executive Producer/MAKE Founder
Creative Chairman
Chief Creative Officer
Associate Creative Director
Art Director
Senior Producer
Director
Online/VFX
Sr. Audio Engineer
Editor
Online/PLUTO
Sr. Audio Engineer
Sr. Audio Engineer

People related to this work

Related Ads

Trending

Create a free Talent profile and become a member of AdForum

Get Started