So who’s got it right for Chevrolet’s 100th – Goodby Silverstein or Mother?

Chevrolet agency Goodby, Silverstein and Partners has taken a fair amount of stick for its work for General Motors’ Chevrolet (as has GM CMO Joel Ewanick) so it must have been looking forward to celebrating Chevy’s 100th anniversary with some trepidation.

Especially as Mother New York has snuck in on the account with the appointment to produce an online campaign.

It’s not really a fair comparison between the two agencies as Mother’s ‘The road we’re on’ online campaign is a series of mini-documentaries.

But, hell, here we go. Goodby up first with this ad ‘Then and now’, breaking during the first Word Series game.

America the Beautiful huh? Didn’t you know it.

And here’s an online effort, ‘Ride of your life’, from Goodby.

Now for Mother which kicks off in Bridgeville, Pennsylvania.

Pennsylvania’s rather crowded with film crews at the moment, featuring in Levi’s ‘Go forth’ campaign from Wieden+Kennedy which new CMO Rebecca Van Dyck has decided to send around the world.

With the exception of the Goodby online effort (which isn’t great) it’s all a bit downbeat isn’t it? Just like the much-criticised Goodby “Chevy runs deep’ campaign as a whole.

I know Chevy/GM is part of the fabric of American life (which isn’t too great at the moment, in economic terms anyway) and was bailed out by the long-suffering US taxpayer etc but can’t we have a bit of fun? Lighten up, guys!

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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.