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Chevy’s Latest Ads Focus On The Red X

Posted in auto industry, Chevrolet, Detroit, GM, Newsworthy, Pop Culture by Kurt Ernst | May 27th, 2010 | 2 Responses |

Chevrolet is on their third ad agency this year. Long term partner Campbell-Ewald was kicked to the curb a few months back, replaced by Publicis. Publicis didn’t last long; earlier this month, GM’s new marketing head, Joel Ewanick, replaced Publicis with Goodby Silverstein and Partners.

Created by Publicis, their “Excellence For All” slogan appears to have been canned already. Instead, their new ads focus on the “Red X”, a team of engineers who torture test every vehicle before and during production. “Excellence For All” appears to have been replaced by “Everyone Deserves Excellence”; which, we’re led to believe, is achieved by torture testing every component and backing their vehicles with a five year, 100,000 mile power train warranty.

I’ve worked with quite a few ad agencies over the years, and ideas for national campaigns don’t come cheap. As a partial owner of GM (thanks to the U.S. Government), I can’t help but wonder what the switch from agency to agency to agency actually cost GM. I guarantee this: it wasn’t cheap, and it’s money that won’t be spent on creating better product or repaying government loans in a more timely fashion.

Source: Chevrolet Changes Ad Slogan.. Again

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2 Responses

  1. joe says:

    You don’t own anything, the US Treasury does.

    Nevertheless, without quality marketing, which GM has been lacking for the better part of a decade, they can’t sell the number of cars necessary to quickly buy back the stocks the US Treasury currently holds…the loans were already paid back…Chevrolet needs….no, DESERVES an A-class marketing campaign. So let them do what needs to be done. It’ll be worth it in the long run.

  2. Kurt Ernst says:

    joe, I agree that they need a world-class marketing campaign. GM is building the best products in their history, but does the average buyer know this?