[TFW2005]

When Jalopnik first posted the new Chevrolet Malibu spots, I gave a "HATE" rating to the one featuring a jogger, and a "NOT TERRIBLE" to the bank robbers version. Maybe it's because they are truly not good. Or maybe it's because I was having a bad week that week. Or maybe it's because I have hated the Malibu since, well, since they stopped making them like the one my Uncle Dan used to have.

I find that when you hate a product, it's tough to love the marketing for it. You're caught up in a the aura of hate and it clouds your vision (is it New Year's Resolution season or what?!?). So for this installment of my little ad review series, I decided to give these commercials another go. It was either that or find something charitable to say about the Toyota cow fart/Fresno spot.

And really, on repeated viewings here at my computer or on live/TiVo'd TV at home, even the jogger one is at least "NOT TERRIBLE".

Creative Challenge:
Even before delivering a key message, a piece of advertising has to capture the attention of the reader/viewer. To make you take notice and not turn the page/change the channel. Old school creative directors might have called a concept with the right stuff "a stopper".

But it's not so simple as just getting someone's attention — because if you pull a bait and switch, the consumer goes away mad. And that's not so good for your brand. A former supervisor who studied under infamous adman Sal DeVito at the School of Visual Arts once told me a story of another student defending her concepts in class. The student said that she chose a particular visual because she wanted to capture people's attention (i.e. she was going for a "stopper").

To which DeVito reportedly replied "You could show two dogs f*cking to get people's attention, but that doesn't make it a good ad!" Good point.

So the creative team is faced with the admittedly unenviable job of launching a new Malibu after a long run of forgettable vehicles bearing the same name. They need a big idea.

They need a stopper.

Concept:
In lieu of two dogs copulating, the creative team has embraced a truth about the last generation Malibu: that the cars were forgettable, bland, invisible.

Of course, they don't name the old Malibu by name in this spot. And maybe they sold it to the client by telling them "By 'cars you can ignore', we mean stuff like Accords and Camrys and the Ford Fusion."

So then they hyperbolically demonstrate what can happen with cars that you can ignore, cutting at the end to show one that you can't: The 2008 Malibu.

And the more I thought about the spots and the product they feature, the more I think it was a pretty smart move.

Execution:
As I noted earlier, it's important to capture the viewer's attention right up front. Doing this is just as important as delivering your key message. Because after all, if you don't have my attention your message won't get heard, much less remembered.

And I think these two versions of the spot achieve varying levels of success because of their differing ability to grab the viewer's (at least this viewer's) attention.

The shorter (:15) "Jogger" spot starts out by showing us a peaceful neighborhood through which a female jogger is running. She looks both ways (nice touch), crosses the street, and gets hit by a car. Or rather, runs right into a car. Why? Because it's a car you can ignore of course. The spot ends on a beauty shot of the new Malibu, set against a brightly colored background.

And for some reason, this one just doesn't grab me like the "Bank Robbers" one does. Maybe it's because the alarm bell in that one triggers some involuntary tension in me. I'm actually interested in what will happen next. Not so much with the jogger lady. Of course, the "Bank Robbers" version is a :30, so they have more time to play with — though I think the cut back to the cops at the end is unnecessary.

Casting Judgment:
I am generally a believer that first impressions are the most true. When I met my wife again four years after graduating the high school we both attended, I knew we'd get married some day. I've also had bad initial vibes on other people that eventually were confirmed. I'm sure you have, too.

But I also know that my snap judgements are sometimes wrong or too harsh. Like my buddy James. When I first met him in college, I couldn't stand him. I think he felt the same. But now, he's the godfather of my younger daughter and perhaps my bestest friend.

So there you go, Chevy Malibu advertising agency (Campbell-Ewald, I think) and client...good job.

On the "Hate/Not Terrible/Good/Shell-Ferrari" Scale: Not Terrible/Good

Previously on Al Navarro Does Detroit:

Episode One: Al Navarro Does Detroit: What Kind of Commercial Does Three-and-a-Half Enzos Buy You?

Episode Two: Al Navarro Does Detroit: Ford to Tears

Episode Three: Al Navarro Does Detroit: Touareg de Force

The Ad Campaign You Can't Ignore: Chevy Malibu

* Marketing Effort Will Prove All-New Malibu Competes With Accord, Camry;
* Features Biggest One-Day Digital Takeover Ever by a Marketer

DETROIT - When the all-new 2008 Chevrolet Malibu begins rolling into dealer showrooms on Nov. 1, Americans should already be aware that Chevy is back in the car business with a serious competitor in the mid-size segment, thanks to a massive advertising and promotional campaign that kicks off Oct. 17.

This integrated marketing push — the latest in Chevrolet's "American Revolution" campaign — will launch with an unprecedented one-day digital takeover of the leading online portals and automotive, sports and lifestyle Web sites. Malibu advertising will dominate broadcast and online coverage of the Major League Baseball 2007 League Championships and World Series, as well as other programming on primetime network and cable television. It will also feature prominently in out-of-home and print media, including USA Today and automotive enthusiast magazines.

"We are introducing the all-new Malibu to America with a 'no stone left unturned' marketing effort. We want the entire country to know that this car, which is designed to be the best in the mid-size segment, is coming, and that it has bulletproof quality, coupled with beautiful interior and exterior design," said Ed Peper, Chevrolet General Manager. " Malibu has the look, feel and content of a $40,000 car but it costs less than half that amount. It truly will be the car you can't ignore."

The Malibu campaign will launch in three sequential phases. The first phase will involve an intense, unavoidable burst of activity aimed to get the all-new Malibu on consumers' radar screens and begin to open their minds to the fact that the Malibu is a true contender. The second phase will take a methodical approach to build credibility about the Malibu's competitiveness using third-party endorsements. The third phase will emotionally engage consumers and deliver the proof of why Malibu is the car Americans can't ignore.

"The Malibu campaign is not a one-day wonder. It will be a sustained, disciplined marketing effort to tell America about the all-new Malibu," said Kim Kosak, general director, Chevrolet advertising and sales promotion. "We know we face a big challenge because Malibu is going up against strong competitors like Accord and Camry. But we know we have a great product, a strong media plan, and a creative advertising and promotional campaign to tell our story. We're confident we can get the new Malibu on people's shopping lists."

Kosak noted that although the marketing campaign for the all-new Malibu is massive, it's not a mass-market approach. She also revealed that there will be specific efforts to communicate with women, Hispanics and African Americans about the all-new Malibu, as well as to consumers in targeted geographic markets around the country.

"The all-new Malibu is the most-researched car in Chevy's history, and our marketing campaign is also the most-researched plan we've ever developed," Kosak said. "We know who the Malibu's target buyers are, and we have designed customized media plans for all of them to connect with them in a targeted way."

Created by Campbell-Ewald, the campaign will include messages about the Malibu's quality, reliability and durability; the highly designed interior and exterior; its quietness and safety features; and the hybrid version, which will be the most-affordable in the midsize segment.

"The Malibu target audience is deeply entrenched in their beliefs. They are highly skeptical of anyone's ability to compete with Camry and Accord," said Bill Ludwig, vice chairman, chief creative officer at Campbell-Ewald. "This campaign is designed to shock their systems, attack their beliefs and debunk myths. We want them to start out skeptical and end up wowed. The great thing is, we have the product to do that."

About Chevrolet

Chevrolet, a division of General Motors Corp. (NYSE:GM), is one of America's best-known and best-selling automotive brands. With the largest dealer network in the United States, Chevy is the leader in full-size trucks and the leader in sales of vehicles priced $35,000 and above. Chevy delivers expressive design, spirited performance and great value with standard features usually found only on more expensive vehicles. For more information please visit www.chevrolet.com.

About Campbell-Ewald

Campbell-Ewald is the nation's sixth largest advertising and marketing communications agency network, with more than 1,300 employees and offices in Detroit, Los Angeles, Atlanta, Chicago, Dallas, New York and Washington, D.C. A part of The Interpublic Group of Companies (NYSE:IPG), Campbell-Ewald partners with a score of national brands, including ACDelco, Alltel, Chevrolet, Farmers Insurance, Kaiser Permanente, Michelin, OnStar, the United States Navy and the United States Postal Service. For more information on Campbell-Ewald, visit www.campbell-ewald.com.

All-New 2008 Chevrolet Malibu Delivers A Lot Of Value Starting At $19,995

CHICAGO - Chevrolet today announced pricing for its all-new 2008 Malibu midsize sedan lineup, with MSRPs starting at $19,995 for the base LS and for the first time, a hybrid for $22,790. The Malibu continues to drive home Chevy's commitment to dependable, fun-to-drive cars packed with value.

"When we debuted Malibu at the North American International Auto show in January, we promised that its $40,000 looks would cost half as much," said Ed Peper, Chevrolet general manager. "Well, we've kept our word. Customers will see everything we've packed into a sedan starting under $20 grand and think there's a typo on the sticker."

Malibu is built to be the best midsize car in the market, having been benchmarked against the top names in the class and loaded with standard features that many competitors don't offer at any price. The design team focused on the attributes that mattered most to midsize car buyers such as families and commuters.

All Malibus are equipped with a long list of standard features, including six air bags (dual-stage frontal, seat-mounted side-impact thorax and head-curtain side air bags); four-wheel anti-lock disc brakes with all-speed traction control; OnStar Gen 7 safety and security system with Turn-by-Turn Navigation; air conditioning; and XM Satellite Radio.

Along with the LS and Hybrid, the Malibu lineup includes the 1LT and 2LT trim levels and the top-of-the-line LTZ. MSRP for the 1LT is $20,955; 2LT, $22,635 and the LTZ, $26,995. All include the $650 destination charge.

Malibu , arriving in dealerships in November, combines fuel efficiency, performance and a long list of standard amenities wrapped in a design that carries the new face of Chevrolet. It features a strong body structure, precise build quality and refined driving dynamics. It is more than three inches longer than its predecessor, with a six-inch-longer (112.3 in / 2,852 mm) wheelbase.

GM's StabiliTrak electronic stability control system is standard on LT, LTZ and Hybrid models. A number of equipment packages also are available and include features such as power-adjustable pedals, premium seating, uplevel interiors; power equipment groups and a deluxe audio system.

Malibu performance comes from two powerful yet fuel-efficient dual-overhead cam four- and six-cylinder engines, including a standard 169-horsepower (126 kW) 2.4L Ecotec DOHC four-cylinder engine that delivers 30 mpg highway, 22 city ('08 EPA); and an available 252-horsepower (188 kW) 3.6L DOHC V-6 with variable valve timing, rated at 26 mpg highway and 17 city.

The Malibu Hybrid, featuring the affordable GM Hybrid System, also goes on sale in November. Powered by a hybrid version of the 2.4L Ecotec, it is rated at 32 mpg highway and 24 city.

Four-cylinder-equipped models come with a four-speed transmission with overdrive. A six-speed automatic transmission is standard with the 3.6L V-6 and will be available next spring on the four-cylinder-equipped LTZ - the first four-cylinder engine/six-speed transmission combination in the segment.

Other highlights of the redesigned 2008 Chevy Malibu include:

* All-new refined and contemporary exterior with a new grille design and heritage-inspired twin round taillamps
* Upscale interior design with a choice of cloth, suede and leather inside; available two-tone cockpit in a number of color combinations; gauges with Chevrolet blue LED backlighting
* Ambient lighting in areas such as the overhead console and door-pull pockets for a more inviting cabin
* Standard four-wheel independent suspension for a more controlled and confident driving experience
* One of the segment's quietest, most refined driving experiences, thanks to noise-reducing materials such as a liquid spray-on sound deadener, laminated steel, laminated "quiet glass" and composite wheel liners
* Standard theft-deterrent system for vehicle and contents
* Remote vehicle starting (standard on 2LT and LTZ; available on 1LT) and standard universal home remote on 2LT and LTZ
* TAPshift manual shift control, available on 2LT and standard on LTZ
* Sixteen-inch standard wheels on LS and an available family of large wheels, including 18-inch ultra-bright aluminum polished wheels available on 2LT and standard on LTZ
* Available rear power center includes 110-volt AC adapter with three-prong outlet on 1LT, 2LT and LTZ (included and available only with Rear Power Package)
* Available sunroof on LT and LTZ models
* Premium eight-speaker, 210-watt sound system standard on LTZ and available on 2LT.
* Standard tire-pressure monitoring system

"We strive to offer the best value in every segment where we compete, and midsize cars are not different," Peper said. "For example, the Chevy Impala has been one of the biggest success stories in this industry during the past two years, gaining more than two points of market share. Now, combined with Malibu, this gives us a solid one-two punch in midsize cars and puts Chevy back into the car game in a big way."

The Malibu is built at the GM Fairfax Assembly Plant in Kansas City, Kan. The dependability of the 2008 Malibu is backed by GM's five-year/100,000-mile powertrain warranty, the best protection package in the industry, providing customers with added peace of mind and value during their ownership experience.