Wednesday, April 1, 2009
GM's new spot for the Total Confidence incentive plan is all American - baseball, diners, and rally caps. Rally caps? Sure why not... Why not make the rally cap the symbol for beating this recession or a way to aggressively recoup from an impending bankruptcy?
It's an ironic symbol that is associated more with bicycle enthusiasts, not cars. You start to wonder if we don't buy cars the economy will further plummet and we may go backwards as a society and have to start riding bicycles. The horror! Maybe this is a fear campaign with upbeat music, like The Smiths "Girlfriend in a Coma"?
Seriously, it's a decent spot and reminds me a lot of GM's Keep America Rolling ads they ran after 9/11. Of course, at that time, President Bush was telling all of us it was our patriotic duty to go in debt.
It's still a tough sale in a down market and with layoffs hitting over 700,000 in March it's even tougher, but that's not the point. The point is to get people to the dealerships to consider a big purchase and communicate that spending is a way to keep the country going. If we all sit back and save, well guess what... no more GM. So please get your rally caps on and save an American car company.