Is General Motors making a hash of its comeback from bankruptcy?

Well it shouldn’t be, what was once the world’s biggest company has just emerged from bankruptcy with a $22bn IPO and a big thank you from the US government which has been able to cut its stake in the Chevy to Cadillac automaker from around 60 per cent to 30 per cent and trouser a few bucks in the process.

But GM has already attracted fire from critics for an ad in which new CEO Ed Whitacre claimed that it had paid back all the taxpayers’ money (it hasn’t) and now it’s getting some grief for this interesting ad from Goodby Silverstein which aims firmly at the nation’s heartstrings.

Is it just a prize old bit of sentiment or a nice statement that we’re all in this together and we love GM really?

Goodby Silverstein, of course, is new GM CMO Joel Ewanick’s favourite agency. But this is a hard place to start from.

The music is interesting too. It sounds to me very like 1960s British band the Hollies’ ‘he ain’t heavy, he’s my brother.’ One for the music publishers to argue over.

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advertising cadillac general motors goodby silverstein Joel Ewanick maa

About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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