Drive Better, Worry Less
Above all else, parents of teens worry about their children being safe drivers. It’s a leading cause of parental stress and, with hundreds of thousands of teens across the United States becoming eligible for their restricted licenses this August alone, a big concern. The Commonwealth//McCann Detroit team showed how the new Chevrolet Teen Driver Technology can help alleviate that concern with a tool that teaches drivers safe driving habits. The team created a TV spot, "Generations," along with other digital video assets portraying parents, teens and the engineer behind this industry-first-in-vehicle feature. The goal was to show consumers that the all-new Chevrolet Malibu is the perfect car to help promote safer driving habits.
In "Generations," the team used the "Real People, Not Actors" campaign approach to illustrate the effectiveness of new safety technology from Chevrolet — and to demonstrate that not only does Teen Driver give parents a window into their child’s driving habits, but it opens a door for families to discuss best (and safest) practices. The spot showcases real teens driving with Teen Driver Technology enabled, then watching the footage with their parents. As the parents react candidly to their kids’ driving habits, the teens admit that the new feature will encourage them to drive more mindfully. In a surprise twist ending, the parents — who also got to drive the new Malibu — were shown their own video in front of their parents. The results were quite entertaining. "Generations" cleverly demonstrates how Chevrolet’s Teen Driver Technology helps support safe driving practices by sharing a universal truth: Parents will always worry about their kids, no matter how old they get. And with Teen Driver, parents can relax — at least a little bit. You can check out "Generations" here.