Creativity

Chevrolet Is One of the First Brands to Jump on Facebook's Reaction Buttons

New Ad From Commonwealth McCann Promotes the 2016 Malibu

By Ann-Christine Diaz. Published on Feb 24, 2016

Editor's Pick

Facebook just unveiled its new "Reactions" buttons that invite consumers to express their feelings beyond the "Like," and Chevrolet is one of the first advertisers to jump on the new feature in a new ad promoting the 2016 Malibu.

The spot features the automaker's celebrity spokes-V.O. John Cusack and talks about how we've become a society whose reactions to everything from a birth, to a first day of school, to a moment of shock have until now been limited to the middling "Like" on the platform. Now that Facebook has expanded our ability to express ourselves, Chevrolet capitalizes on the opportunity to invite viewers to show their "Love" for the 2016 Malibu.

The ad was created out of Commonwealth McCann and directed by Park Pictures' team The Mercadantes, known for capturing emotion in surprising ways, for brands including Dick's, Facebook and Prudential.

"Timing couldn't be more perfect for Chevrolet to bring the all-new 2016 Malibu and Facebook's new Reaction buttons together," said Paul Edwards, vice president of marketing for Chevrolet in a statement. "The midsize segment has traditionally offered many options to 'like,' but only the new Malibu inspires the emotion to 'love.'"

"We have used Facebook to create so many important connections between our brand and millions of our customers," he added. "To give them the opportunity to 'love' us through Facebook Reactions adds a new dimension of meaning that helps us grow closer to everyone who loves our cars and trucks."

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Feb 24, 2016
Agency:
Commonwealth//McCann
Client:
Chevrolet
Creative Chairman:
Linus Karlsson
Director:
The Mercadantes
Production Company:
Park Pictures
CCO North America:
Gary Pascoe
ECD/Copywriter:
Duffy Patten
ECD/Art Director:
Bob Guisgand
CD/AD:
Tim Mattimore
CD/Copywriter:
John Fiebke
EP:
Kelly Balagna
Producer:
Gabrielle Gardner
Senior Producer:
Adam Davis
Account Director:
Jacqueline Redmond
Account Supervisor:
Kalyn Barnum
Production Company:
Park Pictures
Director:
Katina Mercadante
Director:
Daniel Mercadante
EP:
Scott Howard
Producer:
Maya Owings
Editorial:
Whitehouse
Editor:
Sam Gunn
Assistant Editor:
Lauren Richardson
Producer:
Jennifer Mersis
VFX:
Carbon

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.