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Since his arrival last spring, GM’s new chief marketing officer has been maintaining that the company itself isn’t a brand and shouldn’t be treated that way – that only its vehicle brands should be marketed, not the corporate entity.
But apparently Ewanick had to forgive his colleagues at the Renaissance Center in Detroit one last go-round with the corporate brand in the wake of GM’s huge success in raising $22.3 billion from the US – and global – public in its initial public stock offering earlier this month.
GM's "We All Fall Down" spot begins with images such as a fallen boxer, a failed rocket and its handlers at Mission Control, and Evel Knievel crashing on a motorcycle, then shifts to comeback scenes such as a rocket flying high and Harry Truman holding the “Dewey Beats Truman” headline.
“We all fall down,” the screen says. “Thank you for helping us get back up.”
Expect that to be the last ad for GM that could be construed as “corporate" for a while. Ewanick has invested himself in reviving the company’s vehicle makes and giving them brand leadership, beginning with Chevrolet and its new “Chevy Runs Deep” campaign. The new Chevy products and advertising will crescendo with advertising in the Super Bowl telecast February 6.
At least the new GM ad is better than the last time the company advertised the corporation. Last spring, then-CEO Ed Whitacre championed the news that GM had “repaid our government loan, in full, with interest, five years ahead of schedule.” What he didn’t mention, of course, is that GM used TARP money – provided by that other federal bailout program – to do it.
GM Thanks America, World for BelievingDale Buss on November 30, 2010 11:00 AMJoel Ewanick thinks of General Motors’ latest image spots that began rolling over the weekend, during NFL games and elsewhere, essentially thanking America for bailing out and resuscitating GM.Automotive, GM, Advertising
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