Automotive News [sub] reports that GM Ad Czar Bob Lutz is large and in charge of the nationalized automaker’s ad campaigns. The combative former Car Czar has a favorite ad [this one] and . . . a plan! From now on, New GM will—
— Change the way it works with its agencies. Lutz will take an early and active role in directing the creative work.
— Shift to more product-driven advertising.
— Give vehicle designers a powerful influence over the look of advertising.
— Develop viral ad campaigns that rampage through the Internet. “It’s got to be a funny story; it’s got to be humorous; it’s got to be unexpected,” Lutz says.
— Conduct high-level weekly meetings to decide budgets and spark marketing ideas. The meetings will include brand leaders; Ed Welburn, the global design chief; Chris Preuss, the head of public relations; Betsy Lazar, the executive director of advertising and media operations; and a top finance executive.
And if that doesn’t do it, nothing will! Just kidding. I’m no Ad Czar, but even I know something is better than nothing. If only just.
This strikes me as the most effective Chevy ad I have seen in some time. It hammers a single theme (fuel economy), provides what is probably new information to most people (that 3 Chevy models have higher mpg ratings than 3 comparable Hondas), and has a clever bit at the end. It seems to me that this is the kind of ad that could put chevy on the consideration list for those shopping for mpg.
Why not rip off the current Microsoft “It’s a PC” ads?
Young, trendy person comparison shopping several motors only to end up with a GM sedan.
“It’s a Chevy…and it runs!” Product driven and funny.
Negative advertising against the imports is actually not a bad tactic.
I must be dreaming – Maximum Bob is talking perfect sense. I even like the lawnmower ending of the ad.
an improvement over focus on price and the deal, cute too. still needs more photos of the car, including interiors. also, no need for high priced spokesmen, let the cars do the talking.
I wouldn’t buy a GM lawnmower, either.
The claims in the advertisement are misleading. Malibu is under-powered and under-sized compared to Accord to give better mileage than Honda. A more accurate line would than Malibu is less uglier than comparable Honda.
“Conduct high-level weekly meetings to decide budgets and spark marketing ideas. The meetings will include…”
…because GM went bankrupt due to too few meetings among its executives.
Now that the ‘meeting gap’ is closed the ‘perception gap’ is next. GM execs will perceive harder and faster than the competition. Profits will surely follow.
I guess it’s the nature of advertising, but their Cobalt/Civic comparison is so misleading.
They are comparing their one hi-efficiency M/T only model to the “standard” M/T Civic, yet if you compare the “standard” Cobalt M/T to the Civic M/T the #’s are virtually the same. And the A/T Civic (the car that 99% of the country will buy) gets substantially better mileage than the A/T Cobalt.
Not a bad ad! Hammering at import-brand strength in fuel-efficiency, not getting off point, no nostalgic rock music, not appealing to patriotism.
Of course, the ad is terribly misleading – the “XFE” part of the Cobalt means that it’s essentially been neutered in every way (low-resistance tires and higher gear-ratios). Also, it’s manual-only. And it beats Civic by a whopping 1 MPG highway, 37 MPG to 36 MPG, and has 10% less interior space. So I get 3% more fuel-efficiency, in return for a car with 10% less space, with worse handling! Where do I sign up?
But most people’s eyes will glaze over listening to that explanation – so good job GM. An ad that is true, talks about something people care about, and is hard to respond to.
“The claims in the advertisement are misleading. Malibu is under-powered and under-sized compared to Accord to give better mileage than Honda. A more accurate line would than Malibu is less uglier than comparable Honda.”
Isn’t the Honda dreadfully slow?, or just dreadfully cheap?
Did that jackoff really just compare a stinking Malibu to my hard loaded Accord?
Christ… Somebody please give me a break.
Robert, ya might wanna crank on another death watch for the maroons at GM.
On second viewing:
Is it a good idea remind people that Honda absolutely dominates engines? Honda lawn-mowers, Honda out-boards, Honda bikes, Honda Indy 500 and F1 engines, and even Honda business jets (HF118, HF120). I guess the average viewer won’t make that connection…
The one good reason to buy a Cobalt over a Civic: You won’t be associated with the muffler-modding tuner crowd.
Run with it, Bob.
Has anyone here actually driven a stickshift Civic? PAINFULLY slow.
But yeah, in advertising what matters is leaving a positive impression of your product, even if you do so by being merely technically correct on your facts. I’m actually totally on board with this approach, and (gasp) liked the ad, if not the pacing — should have cut to the wide shot with the lawn mower after he’d finished talking.
I don,t see this ad as positive for GM. I will buy a vehicle from a company that is known for reliable small engines, got to walk before you can run sort of thing, no?
Want a better way to spend marketing dollars? Up the warranty and put your money where your mouth is Mr. Lutz.
Hyundai demonstrated how to rehab a badly damaged brand. Now go execute.
@mikeolan :
August 3rd, 2009 at 1:51 pm
Isn’t the Honda dreadfully slow?, or just dreadfully cheap?
As a matter of fact, the bigger Honda is faster thab Malibu. Never let facts spoil your argument.
As a Honda Power Equipment Dealer I should Thank GM for the free exposure…BUT…..it still doesn’t take away the sting and disapointment of buying a 1985 Fiero all those years ago. This commercial is Their favorite?? It clearly says Honda is the way to go. Several customers have commented on this ad when buying their Honda mowers. Guess what they used to haul their mower home in??? HINT:It wasn’t a Malibu.
Good ad for buyers who care only about fuel economy, and only have two brands to choose from.
I hate these smack talk ads. The domestics have been running crap like this for years and it hasn’t worked. No one is listening anymore. GM wishes it could sell lawnmowers at a premium like Honda does. Honda actually has a reputation, that’s why they can do it.
Oh god, not another exec who wants to get on the ‘viral’ marketing wagon. Almost none of the ‘viral’ ads companies put out are effective. At best they’re just annoying. The ads are always ham-handed attempts to make it looks like people actually enjoy their products and are rarely unique.
My advice, just hire Micheal Bay to blow up a large pile of Aveos. That should generate some YouTube hits.
One of the old rules of good advertising is to focus on the product’s strengths… Without EVER resorting to badmouthing the competition. The product is supposed to stand on its own, you shouldn’t have to cut down your opposition directly to make your widget look better. It reeks of desperation.
They didn’t mention that the Honda lawnmower will be running long after the Cobolt is in the junkyard.
Still, this ad is much better than the Malibu ad a while back where, near the end, they sold OnStar by saying something along the lines of:
“None of the competition has that. Camry. Accord.”
The way they snuck in those last two names (real quick) really got me. I found it to be in bad taste.
Here’s an idea – a crazy one – on how to up the salesfigures:
MAKE BETTER CARS!?!
These are good ads! Making straightforward comparisons in a clever way. Much better than the silly, “cutsey” stuff we usually get from carmakers. (Or insulting, absurd stuff like the pre-Lutz Lacrosse ad.)
I must admit I was skeptical when I first heard Lutz was taking over advertising. But if these ads are any indication, I say: Great Move!
@spyspeed:
No, you’ll just be identified with these guys. There is a reason why Civics are routinely molested, they are…GASP…actually engaging to drive!
This ad is terrible and dishonest. Why don’t they compare a Civic Si to the Cobalt XFE while their at it? If you’re going to be disingenuous reach for the stars, guys.
Also, as anybody here actually driven a Cobalt/G5? Jesus Christ what a crap box! Sure it might have an extra 1-3 mpg, but what an AWFUL drive. It makes the Civic seem like a TSX. Not to mention the 4-cyl Malibu isn’t that hot either. Why do the tillers in these two feel hollow?
And that lawnmower bit at the end, what a laugh; however, not in the way it was intended. In a way they insulted the same people their trying to sell to. Not a great move. Especially when you couple the fact that Honda lawnmowers, as others have mentioned, command a premium. “Yeah, seeeeee. Your Civic is no better their lawnmowers, chummmmmmmmmmp.”
“It’s got to be a funny story; it’s got to be humorous; it’s got to be unexpected,” Lutz says.
Why is it that every time I read that bit it sounds like Lutz comes from the same home as former senator Ted Stevens? Did someone forget to include, “…that’ll show those whipper-snappers!” at the end of the quote? Man oh man does GM marketing make me mad. Can someone please take these guys out of the ’50s?
I just wish they would slice ALL of their marketing and ad budgets in half and spend that money saved on actually making better, not just competitive cars. I’m sick of seeing this and the other two smack-talk ads they have 15 times during the same two-three hour Eagles game. As someone said, be like Hyundai and put your money where your mouth is.