Chevy To The People:”You’re Fired!” [Or The End Of Advertising As We Know It (And I Feel Sick)]

Sometimes when you give people control of your brand, things go wrong.

Here's the deal. Chevy got together with the show The Apprentice and decided to have a contest where consumers can make their own commercials online. They are then posted for all to see. Oops!

Chevy quickly took this offending commercial down this morning. But of course it still lives at YouTube. Infact, now that people have learned you can screw the system there are now dozens of Anti-Tahoe commercials being posted to YouTube all using Chevy's own tools. 

Chevy has now taken the ability to view all the consumer made commercials off of their site.

Funny stuff.

Unless you're Chevy.

(maybe they should just buy ads…)

Explore posts in the same categories: advertising, Army Of One, branding, content, hot water, new media, YouTube

9 Comments on “Chevy To The People:”You’re Fired!” [Or The End Of Advertising As We Know It (And I Feel Sick)]”

  1. TerryC Says:

    What was Chevy thinking?
    Did they really think people wouldn’t fuck with them?
    It’s just like MySpace, there is always a group which will push the limits.
    SUV’s are so 2004 anyway.

    Here’s a question Char. What should Chevy had done? Not have the contest?

  2. chartreuse Says:

    If you are letting the consumer put content up for the world to see with no safeguards then you are idiotic. Chevy didn’t find out about this until hours after it was posted. By then it was all over the web. The really sad part is that now folks are looking for it. This is really a disaster.

    always plan for the worse.

    what they really should have done was had some way to stop offensive content (meaning stuff against the brand) from being posted on their site.


  3. Do they just try and be retarded – another classic blunder.

    I still love the idea for well liked brands or brands trying to create brand – like us – not a bad idea – you think?

  4. Dan Says:

    Chevy and whichever ad agency did this obviously just don’t understand how to effectively use the internet. If you’re going to put something up that you want consumers to interact with, it better be entertaining, fun and informative. Their site is none of the above. There is absolutely nothing fun or entertaining about playing with sterile clips of an SUV driving around. It probably would have been cool in 1996, but with the internet-savvy consumers of 2006, it’s trite, narcissistic and an invitation for disaster. There’s a similar, better-executed interactive vehicle on the site for Old Spice Red Zone. There, consumers get to edit together clips of a hot girl dancing in a club; now THAT is fun, entertaining and appropriate for the brand.

    The two main results from this promotion: 1) millions of people now have a more negative view of the Tahoe brand. 2) the ad agency has reduced their value by making it look like anyone can make a commercial.


  5. Au contare, this is extremely funny, what could be funnier than the stark raving truth?

    GM is funny, squirming around like idiots, continuing to make gas guzzling Pro Terrorist (ie, Pro Arab Oil) machines.

    I was just commenting to my wife last night, “why do they always make the retards on The Apprentice make tv commercials?”

    When the winner joins the Trump organization, they won’t be making TV commercials, most likely. Advertising and corporate management are so different, that’s why ad agencies exist, or existed (past tense).

    I love this commercial.

    Like Bill Maher said, “If you drive an SUV, you’re riding with Bin Laden.” True dat, it’s a it dat.

  6. chartreuse Says:

    I was thinking about Chevy’s situation last night.
    I think, after thinking about it, that they should have embraced the bad things being said.
    Made some link that said something along the lines of “check out our eviromental record” with a list of eco frendly cars they have.
    I think they could have taken advantage of this. Really.

  7. chartreuse Says:

    I was thinking about Chevy’s situation last night.
    I think, after thinking about it, that they should have embraced the bad things being said.
    Made some link that said something along the lines of “check out our eviromental record” with a list of eco frendly cars they have.
    I think they could have taken advantage of this. Really.

    and Bill Maher is always funny.

  8. mdurwin Says:

    I think Chevy did a very smart thing. By removing the anti-SUV videos they’ve created even more public awareness of their brand. It’s a win-win-win for Chevy and the general public.
    People who liked the Tahoe posted cool, creative ads. Win – Chevy.
    People who don’t like Tahoes (or any SUV) created anti-SUV ads. Win – the public, specifically the environmentally conscious.
    Those ads were pulled and people began talking about what a brave but misguided ventiure this was for Chevy. Win – Chevy. The campaign was discussed by everyone. Chevy comes out of this with an increase in brand awareness. Let’s be honest, do you think any potential Tahoe buyers were disuaded by the negative ads? Doubtful.
    A major auto manufacturer got a pretty good barometer of the public opinion of SUVs. Win – Mother Nature. Perhaps their next YouTube campaign will be to announce the new Hybrid Tahoe.

  9. No Name Says:

    If you are letting the consumer put content up for the world to see with no safeguards then you are idiotic. Chevy didn’t find out about this until hours after it was posted. By then it was all over the web. The really sad part is that now folks are looking for it. This is really a disaster.


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