DETROIT -- Chevrolet and its ad agency, Commonwealth//McCann, are out to prove that the brand's advertising can be fresh and interesting.
Chevrolet's recent ads, for example, featured authentic reactions of consumers who were surprised by zombies, puppies, wrestlers -- and Chevy vehicles.
Paul Edwards, 46, Chevrolet's U.S. vice president of marketing, and Gary Pascoe, 47, Commonwealth/McCann's chief creative officer for North America, spoke with Staff Reporter Vince Bond Jr. about Chevrolet's marketing approach.
Q: Why has Chevy taken a witty approach to advertising recently?
A: Edwards: We know the importance of likability and the effectiveness of communications. Humor is definitely a means to achieve likability. Early on in some of the Colorado work in the fall when we did the initial digital films, we saw that we really found lightning in a bottle.
Pascoe: It goes right back to Chevrolet's core values. It's all about real, authentic, young at heart, full of possibilities. When we sit down creatively and try to figure out what we're going to do, and we work with Paul and his team, we really ground ourselves in those kinds of tenets. That leads you to a place of not taking yourself so incredibly serious, or being boring. It allows you to have more fun [and] still make your very important points, but doing it in a young-at-heart way.