The Homa Files

Ken’s Take: I don’t usually take positions on ads, but I can’t resist on this one.  More “Take” below…

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BrandChannel, Should GM and Citi CEOs Take To The Airwaves?, September 17, 2009

With consumer confidence low, GM plans to reform its image and resuscitate itsbrands.

Two months after declaring bankruptcy, GM has rolled out a new ad campaign featuring government-appointed chairman Ed Whitacre.

In a 60-second spot, Whitacre declares the brand revived, and goes so far as to brag, “We win.”

The ad shows Whitacre walking through what looks to be GM research and development, shiny new cars decorating the scenery. Whitacre invites consumers to test a new GM model — though none are shown — and promises them a 60-day-money-back guarantee if not fully satisfied.

GM seems to be taking a gamble by personalizing its products with the very leaders the public holds responsible for their failure. Consumers may dismiss the ads as just more lies and empty promises. On the other hand, they may find the sight of executives stepping up to the plate a refreshing act of responsibility.

GM has made a miscalculation: Consumers are looking for action, not words.

GM should spotlight their fleet of competitive vehicles in advertisements. Instead, they’re undermining the quality of their product by placing the spotlight on their 60-day-money-back guarantee.

Full article (with a link to the commercial):
http://www.brandchannel.com/home/post/2009/09/17/GM-and-Citigroup-unveil-new-ad-campaigns-to-resuscitate-brands.aspx

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Sidenote:

“Ad agencies can do a real disservice to clients by pitching CEO ads. It’s an easy way to land a client, because it’s very flattering to the CEO. And most CEOs have big enough egos that they cannot imagine appearing in the ads might be a bad idea. They just think the agency is brilliant for recognizing their own brilliance.”

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Ken’s Take II: (1) My wife literally asked “who’s the old guy?  He looks almost dead.”  Perhaps Whitacre thinks he reeks credibility. I bet most folks find him more creepy than credible.  (2) Re: substance: I disagree with the article.  It’s a bold move to shift product quality risk from consumers back to the company — where it belongs  (3) Re: unintended consequences: How many folks will simply take 60 day joy rides in GM cars? Hmmm

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This entry was posted on September 22, 2009 at 6:52 am and is filed under Mktg - Advertising, Mktg - Promotion. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.