From the reactions of the not-actors, we're apparently meant to think that asking people to communicate through emojis is for some reason taboo or scandalous. As though Chevy is secretly run by Strunk and White, or those two old rich guys from Trading Places.
Magdevski / iStock
"LOL, oldz!" -- Chevy, Est. 1911
That's the start of Chevy's "emojis-only" impressions of their car. But because Chevy believes millennials are idiots, they cannot help but also ask each participant to explain exactly what they meant by their emojis. This means that their "emojis-only" commercial becomes a "primarily-not-emojis" commercial. I suppose that is on-brand for Chevy: giving you a crappy, ill-conceived version of what was advertised.
At one point, a participant responds to the car's fuel efficiency with a dozen taco emojis. He is then made to explain this. "Because if it gets 40 miles per gallon, I can buy a lot of tacos!" the man says, somehow still in a commercial and not a modern adaptation of Waiting For Godot. If Chevy actually believes its customers are too stupid to understand that causal relationship, they are under a moral obligation to not let these people behind the wheel.
Without even the thin premise of "millennials are expressing their thoughts in their native language," the commercial becomes a condescending story time, in which we are shown a picture and are then explained the message.
In addition to writing for Cracked, Aaron Kheifets writes for the prestigious website Twitter.
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