February 3, 2020
In April 2015, Chevy began the "Real People" campaign, which depicts groups of consumers reacting to the vehicles being shown to them.
The value of a long-running ad with a unified voice, is that "people are familiar with the tenets of the campaign. They've become more familiar with the ingredients such as this whole idea of doing experiments with real people. Ultimately, they become more familiar with the brand. As we continue with the advertising under the campaign umbrella, the ability to break through and drive opinion, which is ultimately our goal, increases. If we were to change the structure of the communications every month, as an example, we'd basically be starting from square one."