June 3rd, 2009

GM ad campaign promises leaner, greener, faster, smarter cars (& business)

by sage island

On Monday, General Motors launched a new ad campaign and website to promote the RE: Invention of GM.  This new campaign coincides with the seemingly inevitable Chapter 11 bankruptcy filing which also occurred on Monday. In a very apparent and smart move, the new television commercials directly address many concerns that consumers have with the recent bankruptcy.  Coincidentally enough, the first time I saw this commercial, was near a recent news segment about the GM bankruptcy filing.

The commercial can be seen below and includes iconic American imagery and an honesty that they are hoping will resonate with all Americans.  It is the great American dream in a 1-minute commercial spot.  There is the element of defeat, the one-in-a-million odds for success, to illustrate how GM can no longer continue with their past business practices of many weak brands and an inferior cost structure.

The message of hope provides solutions on how GM plans to give rebirth to the American car. Clearly and concisely GM states how it will change for the future of their company.  By focusing on few stronger brands and models, increasing efficiency, striving for better fuel economy and developing new technology, GM hopes that they can re-emerge as a strong contender in the automobile industry.

The conclusion of the advertisement encourages a focus on success, reinvention and Chapter 1.  For GM, this is a great opportunity to streamline their business to reinstate themselves as a powerhouse in the American automobile industry.  While many Americans and news channels focus on Chapter 11, GM is focusing on Chapter 1, the beginning of a new era of innovation for General Motors.

Feel free to browse the new GM micro-site for their Reinvention of GM campaign to further explore how GM is connecting with their customers.  They are reaching out to answer customer questions and begin a conversation about the reinvention and recent court filing.  While we all hope the best for this American company, it will be interesting to follow how this positioning and conversation will affect American and world-wide consumers.