Unbranded and Unexpected

To introduce the all-new 2016 Chevrolet Malibu to consumers, the Commonwealth//McCann Detroit team devised a campaign that demonstrates why it’s time to rethink what you can expect from a midsize car. In a category defined by giving buyers what they need, Malibu delivers what they want through innovative safety features, exceptional efficiency and seamless connectivity. The message is brought to life through a wide range of unique assets across several platforms, including print, digital, TV, radio and OOH.

The first :60 TVC to launch, “Unbranded” explores what happens when you ask real people to evaluate a car that is completely devoid of branding — to take stock of the design, safety technology and infotainment capability of the unbadged vehicle. “Unbranded,” which debuted Saturday, Jan. 9, 2016, takes the “Real People, Not Actors” campaign out of the focus group setting and into a modern, upscale one that gives actual consumers the chance to check out a stylish “mystery” car, while capturing their unscripted reactions.

With gorgeous styling and class-leading technology, the all-new 2016 Chevrolet Malibu isn’t just the midsize car people would never expect — it’s the Chevrolet people would never expect. To demonstrate this point, “Unbranded” removed all the Chevrolet badging and nameplate logos from the new Malibu and asked people to guess which brand of car it was and how much it cost. While the moderator pointed out the design, technology and safety features of the car, we captured the impressed reactions as the group placed the Malibu in some pretty impressive company. When the moderator revealed that the “mystery” car was indeed the Chevrolet Malibu and sold for a very reasonable sticker price, people were genuinely surprised. In cinemas across the country, moviegoers had the chance to experience Malibu on the big screen via digital videos showcasing the vehicle aired. In addition, Malibu will be featured across unique digital placements, home page takeovers and integrations with trusted media partners such as The Ellen Show, Condé Nast, Facebook and iHeartRadio. Seeing is believing, so check out “Unbranded” here.