The spot says that “we're not witnessing the end of the American car; we're witnessing the rebirth of the American car. General Motors needs to start over in order to get stronger.”
The ad is telling the customers about the New GM’s plans of increasing fuel efficiency, green technology development and reduce the number of models. "This is not about going out of business; this is about getting down to business," the spot says.
According to a GM spokesman, the campaign includes several national broadcast TV networks, national and local radio, and inserts in national newspapers and papers in key local markets. "We felt that some TV and print ads were necessary to communicate, in mass, to our customers, in a quick and timely manner," he said for the Advertising Age.
The carmaker is trying to reach to its consumers and educate them about its reorganization. At the same time, the new GM is based on transparency towards its customers. “One way we’ll do this is by launching a series of live web chats on this website,” said GM President and CEO Fritz Henderson.
“I’ll kick things off later this week for one hour on Thursday, June 4 at 3 p.m. EDT. Following me, a steady stream of GM leaders from throughout the company will host additional chats, about two a week, on whatever topics are of most concern to you,” Henderson added.
When filing for bankruptcy, GM cited advertising holding companies Publicis Groupe and Interpublic as well as its agencies among its top unsecured creditors, to which it owes a total of nearly $170 million. However, the ad was made by Deutsch, GM’s agency for promoting the Saturn brand, while McCann Erickson is handling the print ads, made as an open letter to customers.
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