Word: gm
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Dates: during 2000-2009
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...commercial playing? While the independent ad-tracking company, ARC, said the commercial was the highest rated domestic ad it had ever tested, others weren't so gung-ho. "Unfortunately, this is just more typical GM," says Robert Lepre, managing partner and principal at marketing behemoth the New England Consulting Group. "When Lee Iacocca had trouble, he took a very offensive and aggressive stance: 'We build better cars; go ahead and try us.' " He thinks GM should show less regret and more grit. "Americans love the fallen hero who has struggled but is now doing it tough and spending extra time...
...first salvo in GM's "Reinvention" campaign, a 60-second TV spot that hit the air on June 2, is remarkable for its unusual tone. "Let's be completely honest," it begins. "No company wants to go through this ..." If starting with contrition is an attention grabber, especially for a chest-thumping car company, even more so are the images that flash across the screen as the ad turns to its next theme: "Reinvention is the only way we can fix this, and fix it we will," the narrator intones over footage of people streaming out of public transport...
...There will be more aggression in Phase 2 of the campaign, says Jay Spenchian, GM's executive director of corporate advertising strategy, who describes his company's current relationship with its customers almost as if it were a lovers' quarrel. "When you've had a disagreement with somebody and you acknowledge what they're feeling, it can really help them hear you," he says. And while he acknowledges that some within his firm were concerned about the image of a disabled athlete, they became convinced that the one-legged runner was an apt visual metaphor for overcoming adversity...
...Several other marketing experts question the wisdom of touting the GM brand at all right now, suggesting a dignified silence might be the best policy. "Even people who rave about their new Camaro really hate GM," says automotive-marketing consultant Brian Pasch. "[The company] should separate the loyalty for the brand from the anger at the bureaucratic mess that is the management...
...pictures of GM...