Chevy’s "Real People" Ads Are Working
The “Bad Mamma Jamma” 2018 Equinox is making an impressionby Mark McNabb, on
At the door of my daughter’s preschool this morning, her teacher looked out to see my 2018 Chevrolet Equinox tester sitting in the first parking space. The Summit White crossover is fully loaded with the Premier trim package and 19-inch, Ultra Bright Machined wheels, so it’s easy to spot in the morning sun. And what’s the first thing she says? “Oh, I’ve seen that one! It’s from the ‘Bad Mamma Jamma’ commercial, right?!”
Yep, she pegged it. The 2018 Equinox has gotten its own “Real People” ad in Chevy’s long line of TV and Internet commercials. Like the others, this commercial supposedly takes “real people” and gets their first-blush opinion of Chevy vehicles. While not my favorite of Chevy’s marketing strategies (that goes to the “Like A Rock” series), “Real People” has taken some extensive abuse. A recent Jalopnik article even says the Bad Mamma Jamma ad is “everything wrong with everything.” The profanity-laced editorial calls out Chevy for making average people look like idiots while marveling at vehicles on-camera. But there’s something the Jalopnik writer isn’t seeing…
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A Bad Mamma Jamma, Indeed
“Real People” might be a bit hokey and somewhat unbelievable as to the relative “realness” of these off-the-streets people
So, what’s Jalopnik missing? The commercial is obviously working – at least in my anecdotal experience.
Most folks I deal with daily have a rough understanding of my career. They know I’m always driving the flashy, new cars and get to work from home. Explaining my job often requires convincing people I’m not a drug dealer, followed by my canned response as to why I can’t pick a single favorite car. But this morning’s serendipitous and short-lived encounter solidified for me that average people, like a 20-something, female daycare teacher, are being influenced by Chevy’s “Real People” commercials.
Sure, “Real People” might be a bit hokey and somewhat unbelievable as to the relative “realness” of these off-the-streets people and their emphatically positive comments, but that doesn’t seem to matter. It was the over-used and tired reference to the 1982 R&B hit by Carl Carlton that seared itself into her memory. The teacher’s reaction to seeing the Equinox was immediate and positive. Even without ever having seen the all-new 2018 Equinox in person (it’s barely hitting showroom floors as of early June 2017, so that’s a safe bet), she recognized the two-row crossover and made the connection.
There are millions of people seeing the same commercial who actually might plop down between $23,580 and $40,000 for one
Will she buy one? Who knows, but there are millions of people seeing the same commercial who actually might plop down between $23,580 and $40,000 for one. I’m used to people asking about my press cars, but I’ve never had someone equate one to its advertisement, let alone so instantly in a passing conversation. So, nice job, Chevy; the “Real People” ads are getting attention.
What do you think? Are these “Real People” ads effective? Do they excite an uncontrollable urge deep in your gut to buy a Chevy vehicle? Let me know in the comments below. And interestingly enough, Jalopnik’s obsession with Chevy’s “Real People” ads continues with a behind-the-scenes look at how they’re made. Check that out here.
Read our full review on the Chevrolet Equinox here.