User image is a large part of the sale of many products. But appeals to user image are rarely so blatant.
When a brand sells with user image, it suggests that buying the brand will enhance the way others see the buyers or will enhance the way they see themselves. In this case, the product is a truck and, without subtlety, the ad tells viewers that women see a man with a truck as sexier than a man with an ordinary car.
This ad is edited from a longer online video, using the same filmed focus group format. The online video suggests that not just women, but men and even kids see a man with a truck as more macho and more interesting than a man with a car.
Chevrolet must have liked the filmed focus group format used in this ad and online video. The advertiser went on to use the same format in a series of films highlighting the features of their cars.
The problem with the ad is that it promotes all trucks, not Chevy trucks in particular. Trucks don’t need the help. In recent months, more trucks have been sold in the U.S. than cars. Chevrolet has only about a ten share of the truck market. An ad that promotes all trucks does more good for the competition than for Chevy.
The ad does make a minor nod to specifically Chevy trucks with a small, six second, on-screen flag of “4G LTE,” and a three-second announcer reference. But these elements are throw-aways, added to make someone happy but missed by anyone not watching the ad carefully.
This is an ad for trucks in general when what Chevrolet needs is an ad for Chevy trucks.