Creative Director’s Choice gives creative directors a chance to highlight the work they think is the best out in the ad world – the ads and campaigns they believe are making a difference.
This week, Missy Thompson, creative director at the Brandon Agency, talks up the authenticity of Chevrolet’s 'Scars' campaign and how it connects with its key audience.
In advertising, authenticity is key.
Speaking in the voice of your target demo puts you on track to that priceless connection – a genuine bond that’s relatable, believable and real.
When Chevrolet aired its Chevy Silverado ‘Scars’ TV spot, the company gave voice to the folks who use the truck as it’s meant to be used – the farmers, the ranchers, the hardworking people who need a truck to be durable and dependable. These truck owners could care less about a few scratches – they’re more concerned about getting the job done and the stories they can tell about their trusted Silverados.
When a brand can tell the stories of its owners and simultaneously reveal the story of the brand, that’s gold. The ‘Scars’ campaign delivers that brand narrative – and then some. It’s chock-full of statements from Silverado owners like: “This Chevy’s a survivor, especially with us. I mean, you can see all the things we’ve done to it.” And “... Same thing with any dent or dings on this truck – they all got a story about what happened to ‘em.”
These are golden words – words form the best voice for the brand: real customers. Their stories tell the tales of owners who are proud of the rigors they put their vehicles through on a daily basis.
Take notice of the lack of discussion around features of the truck. Nothing about Bluetooth connectivity or back-up cameras is mentioned in these real-life conversations. These genuine storytellers weave accounts of the hard work they do every day with their Chevy trucks. The scratches and dents are battle wounds that mean something to Chevy’s target demo and highlight the lifestyle they live.
The spots are a statement to the truck’s hardworking owners and drive home the brand’s claim: “The most dependable, longest-lasting trucks on the road.”
Missy Thompson is creative director at the Brandon Agency and works out of the Chattanooga, Tennessee office.
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