danvertising – A Marketing and Advertising Blog

After General Motors’ financial bailout, they went through a reorganization process, eliminating their weaker brands and focusing on the strong ones. Chevrolet, Buick, GMC and Cadillac. Now, they’re offering a 60-day satisfaction guarantee, straight from the mouth of the new Chairman Ed Whitacre. Check it out.

May the Best Car Win
Agency: McCann, Detroit
Client: General Motors

Now I don’t know if the 60-day satisfaction guarantee is going to work for them or not. It could quite easily backfire in their face, as let’s face it, GM model’s haven’t exactly been the most reliable cars in the market. But let’s focus on the ad itself. Who the hell is Ed Whitacre, and why should I care? In my opinion, this ad falls flat for two reasons.

1. Ed Whitacre has about zero charisma. He looks like he is being propped up by strings and reading off of a cue card for 60-seconds. Not exactly a strong sell.
2. He looks like the typical rich, Wall Street guy or sleazy politician that got GM and the automotive industry into this mess in the first place.

The ad has zero emotion and doesn’t inspire any confidence in General Motors. Especially now, since the American people are financially on the hook for GM’s “reinvention“, don’t expect any sympathy. Maybe I’m being too superficial, judging General Motors and their brands on the looks of their new Chairman. But then again, in the automotive industry, and especially the advertising industry… perception is reality.

Post your thoughts below.