New Ad Shows GM Hasn’t Learned Its Lesson

Oh, General Motors, you have a bunch of work to do.

Let’s start with your new commercial, specifically, the title, “Chapter 1.”

I get that it’s a clever play of off Chapter 11, as in the bankruptcy status you filed for on Monday, but is it smart to draw that connection? Do you really want to bring that up again? Oh wait, you do throughout the entire spot? Terrific!

If the point of launching a campaign for the “new” GM is to wipe the slate clean and start over, it’s probably not best to rely on the old GM for comparison. The old GM is why you need a new GM.

And then there’s the copywriting. Where to begin?

Let’s be completely honest, no company wants to go through this.

If you took out this first line, would the commercial suffer? No. This line adds nothing but an uninspired plea for sympathy. But thanks for being honest!

“But we’re not witnessing the end of the American car, we’re witnessing the birth of the American car.”

Wrong. We are witnessing the end of an American car company (GM) and the resurgence of an American car company (Ford).

General Motors needs to start over in order to get stronger.
There was a time when eight different brands made sense. Not anymore.
There was a time when our cost structure could compete worldwide. Not anymore.
Reinvention is the only way we can fix this.
And fix it, we will

There was never a time when eight different brands made sense. It was always excessive and excess went out of style.

I don’t know what international cost structure entails and I’m guessing most people won’t get it either.

I agree that reinvention is the only way to adapt and compete, but why do you need bankruptcy and bailout money to reinvent? (see Ford) And what’s with the shot of a defeated hockey player face down on the ice.

So here’s what the new GM is going to be:
Fewer, stronger brands.
Fewer, stronger models.
Great efficiencies, better fuel economy, and new technologies.
Leaner, greener, faster, smarter.

Great! Where was this five years ago?

This is not about going out of business, this about getting down to business.
Because the only chapter we’re focused on is chapter one.

This is very much about going out of business. You’re writing this copy, filming this commercial and paying millions for its placement because of you’re going out of business. You should be considerably focused on Chapter 11. You should be learning from your mistakes. I hear a lot of promises in this ad, but I don’t buy any of them and I’m certainly not buying anything GM.

GM, you really screwed up. The worst part? Most people don’t care what happens to you. (and this one) You shouldn’t tell us you’ll be better, because, frankly, we have no reason to trust or believe you. To make matters worse, your new principal owner is the leader of public skepticism.

As a marketing professional, I’m disappointed. As an American auto fan, I’m angry. This commercial tells me you really haven’t learned your lesson, or you’re just incredibly inept at conveying that you have. Either way, I’m not happy to be financially supporting your failure. But, if history is any idication, you’ll be back up and running in no time.

Here’s to hoping you do it better the second time around.