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 “Excellence For All” appears to have been replaced by “Everyone Deserves Excellence”; which, we’re led to believe, is achieved by torture testing every component and backing their vehicles with a five year,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.