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Commonwealth/McCann spot debuts alongside new Facebook Reactions

It’s easy to Like posts on Facebook. That blue thumb is convenient shorthand for a real emotional connection, but sometimes it falls short. Sometimes it’s lazy, or inappropriate. Consumers want something more. Facebook of the Like button worldwide today, and Chevrolet was ready for it, simultaneously unveiling this 60-second ad that encourages fans to "Start loving" the 2016 Chevrolet Malibu mid-sized sedan. Commonwealth/McCann and Chevy didn’t have final specs or a release date for Reactions until a few weeks ago. "We basically built the core of the content not knowing what the Reactions would be in their final state, and then we retrofitted the content to accommodate those," said Paul Edwards, vice president of marketing at Chevrolet. "We always knew it was a placeholder at the time as we were developing." The spot runs on Facebook and adjacent to Reactions editorial coverage.