Beginning in theaters this week, Chevrolet will be marketing the 2016 Chevrolet Malibu. The launch campaign for the car begins with the first ad (above), entitled “Unbranded” which is designed to challenge perceptions of Chevrolet and the Malibu.

The ad follows a recent theme with Chevy advertising that trumpets the use of “real people” with candid remarks about the Chevrolet products in what is a focus group setting. In this case the ad highlights the Malibu’s Apple CarPlay functionality and Teen Driver feature to the average consumer.

Chevrolet claims that brand consideration levels are at all time highs, suggesting the advertising efforts are paying dividends for the brand. Busting perceptions associated with the Malibu name in particular will be key to the car’s success. Given this new Malibu is a finalist for North American Car of the Year, it clearly has the potential to bust perceptions if consumers give it a chance.

The 2016 Chevrolet Malibu is beginning to arrive in dealerships now.