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'Chevy Guy' Becomes Part of GM's Official Marketing Stuff

World Series MVP Madison Bumgarner receives shakes hands with "Chevy Guy" Rikk Wilde
World Series MVP Madison Bumgarner receives shakes hands with "Chevy Guy" Rikk WildePhotograph by Doug Pensinger/Getty Images

If anybody is left who hasn’t heard about Chevy Guy—the regional manager whose bumbled presentation of car keys to Madison Bumgarner, the World Series Most Valuable Player, has become a media phenomenon—General Motors is working on it. The automaker has begun including the Chevy Guy’s accidental catchphrase “and stuff” in its advertising.

“It worked serendipitously for us,” says Chevrolet spokesman Michael Albano. The company simply added the “technology and stuff” phrase and hashtag onto material it already had prepared. Chevy Guy, he promises, was not a marketing stunt. “Nothing was deliberate,” Albano says. “It was a life moment. We are having a little fun with it.”