- Posted on Wednesday, May 10th, 2006 at 12:14 pm
Same Company. New Tune.
By Bob Kraut
Director, GM brand marketing
There have been many opinions lately questioning the importance of GM: “They’re irrelevant.” “They’re out-of step with what people want.” “We don’t need them.” Sure, we’ll take our lumps for some things that could have been done better, but right now we have a new GM that’s moving fast and offering up some great cars and trucks, with great quality, that are fun to drive. As you’ve heard on the GM blogs before, there are misperceptions out there and we’re working harder than ever to change them.
To tell the story of an energized, confident and transformed GM that is relevant in American society today, we created the “Then and Now” TV ad campaign. The first spot premiered in February during the 2006 Winter Olympic Games and has been on the air ever since. The next spot, entitled, “Then Again Now Again,” debuts this Thursday night, May 11, on Survivor on CBS. It revisits GM’s pivotal role in America’s pop culture with historical footage, modern-day celebrities and an impressive line-up of current GM cars and trucks.
“Then and Now” is the right platform to tell a GM story that isn’t being told, and it’s out there at the right time. It’s connecting with America. The first spot actually became “destination TV viewing.” People have been e-mailing and calling us to ask when the spot is going to air next so that they can tape it. CNW Marketing Research data showed that “Then and Now” strongly resonated with consumers of all ages, but particularly among people under 35.
Why is this?
Well, the spot makes people feel good and doesn’t ask much — other than to simply enjoy it.
There are a lot of polls and research that show Americans are worried. Things like world conflicts, higher gas prices and natural disasters (just to name a few) are unsettling us. Americans are seeking reassurance. The nostalgic footage featured in “Then and Now” is engaging and reminds people of simpler times. Someone once told me, “When times are tough, the world looks better through the rear-view mirror.” “Then and Now” taps into that aspect of human nature.
GM’s cars and trucks have long been an inspiration to, and a key figure in, American popular culture. And our new cars and trucks fit just as well into the 21st-century Zeitgeist. “Then and Now” is inspired by our heritage, but also looks forward to the future. It draws on exciting and nostalgic images to emotionally engage people and prompt them to open their minds to think differently about GM and our products.
The second spot picks up right where the first one left off. It illustrates the “star power” of GM’s products through dynamic footage that conveys a sense of fun, energy and style, mixed in with footage of celebrities past and present, including Tiger Woods, Carmen Electra, Jeremy Piven, Frank Gorshin (remember “The Riddler” from the Batman TV series?) and Marilyn Monroe.
If you’d like to see a preview of the new “Then Again Now Again” 60-second spot, click on either of the links below. Opinions about advertising are like belly buttons —everyone’s got one, but really, I’d be interested to hear what you think.
25 Comments
Steve McGarrett
While I agree your products are improving, I think the key phrase you mentioned is “Americans are seeking reassurance”. The best way to do this is to offer a standard warranty that is the equal of Hyundai/Kia—namely the 10/100 powertrain warranty along with a standard 5 year/60k bumper to bumper. Costly? No doubt, but it will send the signal I think most people don’t currently feel towards GM because of past experience–reassurance. Too many people remember their old Citation that rusted out or the Grand Am that blew it’s head gasket all before 100k showed up on the odometer. The warranty is the answer to giving people the piece of mind they need to make the plunge. Thanks for the soap box!
Frank
Those “Now and Then” ads are great!
Keep up the good work,
-Frank
Dwight
The ads are pointless. We all know GM has a long American history. Give us a reason to buy them now. I’d love to buy more GM products; my Bravada is terrific. However, we just bought a used Sienna because of everything it offered. Toyota executed flowlessly. GM has shown it can produce terrific trucks(’07 Tahoe), but where ar e the engineers when cars are being designed?
Paul
Then: $0.10 per gallon
Now: $3.00 per gallon
Then: Walkable communities.
Now: Suburbs without sidewalks.
Then: Kids walked everywhere
Now: Kids get driven everywhere.
Then: Wide open freeways.
Now: Congestion and road rage.
Yup, I’d say GM has played a pivotal role in creating American culture. The question is: Do we want them to perform the same role in the future.
Edward Hayes
Harley-Davidson showed us that there is a market for heritage and it can create a positive net impact on the bottom line today. I see these commercials as the prelude to GM doing just that. When GM begins to tap into its heritage you will see your image, sales and profits just explode. I can’t wait to see the Impala and Malibu, this is the soul of GM and the soul of modern America. GM’s heritage is to today what the horse and carriage were to the West in the 18th and 19th century.
Still you are only just touching the surface. We have learned from Coca-Cola with classic and new coke that you just don’t mess with a legend, you don’t reinvent the wheel.
When Buick finds its original recipe, when it returns to the classic taste, a burden will be lifted off the city of Detroit, GM and the “rust belt”. It will herald a new dawn, but still the same old sun.
I count this as one of the happiest days of my life when I see a spy pick of a car with rounded lines harking to the 50’s Buicks and I’ll say…
“Lutz, Lutz and the crew done did it, they done did it now.”
Lawrence Peters
The “Then and Now” commercials are BRILLANT! Play them over and over until the public can’t stand it any more please!
I have owned 11 GM vehicles, and finally GM “gets it.” We need to appeal to the under 35 crowd, make GM cars “cool” again, and lure them away from Toyohondasaan.
I have never been prouder of being a GM owner and a GM stockholder.
Oh and..We HAVE to build Camaro Concept. There is no longer a Choice.
After all….Only GM.
Ming
Great “image” commercials!
Americans do need constant reminders like this that GM is still a player with a strong past and future, lest the media drumbeat of “The Future is Japanese” drown out any chance of GM’s message of improvement getting heard.
Now what was up with those dancing Pontiac people!? Funny stuff.
Jason Zebersky
Dwight
there is more to american history than capitalism and competition, there is compermise and sacrafice as well.
In the 1920’s and1930’s GM fought oganized labor untill they lost, than over decades learned the value of individual human dignity, GM is at the cutting edge when it comes to human relations, while Toyota executives are er..um well, you read the papers. I do’nt think trade unions ruined american industry I think it was comsumerism, that’s just my opinion.
Brian Huber
I’ve seen some of the previous ads of the “Then and Now” campaign and think they’re just what you mean them to be… nostalgic and entertaining…
I’m in my 30’s, so I can remember alot of bad times for US cars, and I’ve been very active in the musclecars of the 60s and 70s, so nostalgia rings well with me.
Where I feel this is lost on is the 20 somethings that cold care less about the past. GM has shown very well over the past 2 years about its commiment to be a segment leader when it come to the trucks, and while that is great, the passenger car line has always played as an “also ran” status. I love my Cobalt SS/SC ( that I traded a Nissan Titan in for ) and think that GM is finally making cars with style, character, and quality AND performance again. What I find is lacking is the support behind offering the next step that most younger people buy these cars for… PERSONALIZATION… You can pick up any magazine and find hundreds of parts.. both mechanical and cosmetic to make that car your own. When I go to find wheels, performance parts such as ; Brakes, suspension components, etc… there is little or no parts flaoting around, and this is going into the 3rd MY for the cars.
The Stage kits for the Supercharged cars were delayed again and again, and now after they finally come out… they are on backorder becuase someone there “didn’t realize” the upgrade would be so popular. Most dealers’ parts and service depts don’t even know what you are talking about when asking about them… and they are GM PARTS! and they apparently ( what I was told ) will not void the warranty if done by a GM dealer. You’d think you’d educate your dealers to meet the possible demands…
If you want to get back buyers from the imports…. beyond the quality fo the cars…. the aftermarket / factory-backed upgrade facator HAS to be considered. Look at all the rest ( even dodge and ford )that have their own performance division… NISMO, MUEGEN, MAZDASPEED, Mopar Performance, SVT/FOrd RACING, TRD…
Why would someone go buy a car regardless of performance enhancements, if there’s little they can do to make it their own? WHeels and “appearance kits” ( like on the caobalts ) aren’t the answer.
Make the after-buying experience exciting, and you just might win back some buyers of cars.
Thanks for listening.
Brian Huber
Jalopnik
Ad Watch: GM’s Still Not Sold On FM — Then Again, Now Again
We were able to snag a copy of the new GM ad before it airs tonight on Survivor, and its a veritable orgy of self-love of the past. And we all know how excited GM gets when it talks…
Tim Geisler
these comercials are awesome and i wish that they got more air time… the only time i’ve seen it on the TV is… umm i think it was like the grammys or something a few months back. While I was at work i heard the TV playing that tune (of course I had already seen it online so I ran it to go watch)
Keep up the good advertising… its a whole lot better then advertising some rediculous price point…
Bob Kraut
Thanks for the comments–I am listening.
Some of the comments are very thoughtful and constructive.
Joe
Then: GM, Ford, Chrysler
Now: GM, Ford, Chrysler, Toyota, Lexus, Honda, Acura, BMW, Mercedes, Kia, Hyundai, Porsche, Audi, VW, and I know I’ve left a few more out
I don’t think GM will ever dominate the industry as they did in the times that nostalgic footage was taken. There’s just too much competition today.
Robert Wilson
To respond to the post that Paul made earlier in this thread:
Maybe you’d rather a Japanese company set the tone for our culture as we move into the future. Remember who you are and where you came from - you have no idea of the positive impact that the Big 3 American car companies have had on this country. From supporting upward of 5 million retirees and family to the countless retirees and families of suppliers to all of the current employees. Don’t forget that the snarl that is our life today is one that is created by what we desire it is not what some “company” has done to us. Also don’t forget that when the chips really get down - who will make and distribute the stuff that our great country needs to be successful. You can be assured that it will not be some Japanese firm that doesn’t offer retirement benefits and doesn’t employee organized labor.
SteveG
I like the new ads.
However, there is one new ad for the Cobalt that needs to removed ASAP and whoever came up with the idea axed immeditaley-
I’m talking about the ad where there are 2 Cobalts with the headlights on and 2 idiots dancing in front of the cars. Are you kidding me? Who are you going to impress with that ad? It makes the Cobalt look like a car for obnoxious dolts.
Oh…….raise your warranties!
getalifeagain
It is inevitable that GM receives criticism. After all some of the autos from the 1980’s were bad.
But in the face of GM trying its guts out to make the best, it would behoove us to show respect to the once goliath that everyone saw no wrong in.
Also, I think GM will hold the highest share of the car market now and in the future.
It would “foolish” to count GM out!
Chris
Just a few comments:
I have been a keen follower of the automotive industry for about 20 years. There have been several examples of very poor offerings by GM during that time. However, I honestly get a sense that GM is putting forth great effort in way that has not been apparent over this time.
I am very impressed with the more recent offerings. It will take time to change the poor public perception of GM quality. The only way to do this is to consistantly build great vehicles, as GM has been doing, and back that up with better warranties - for GM to put its money where its mouth is, to show ‘financial confidence’ in GM’s work.
Given the intense competition in the N.A. market and the large number of car makers, it is unlikely that GM will dominate as it had in the past. But it can be a respected, major player - but even this is not guaranteed. Thanks.
Brian Huber
Mr Kraut,
Please don’t think I was critisizing what you and GM are trying to accomplish. There’s no way to make everyone happy.
My comments earlier were very much a concern of others that are Cobalt owners just like me. We get together locally and talk about this topic often. They are more of a younger crowd than I, but we all say the same thing… If only GM took the same approach to enhancing their cars after purchases as the competition did, we’d be more into keeping and presonalizing our cars.
There’s just nothing out there compared to other carmakers.
I’m glad you are reading these posts and commenting back. Weather you agree or disagree doesn’t matter as much as at least our opinions and concerns being heard and maybe passed along.
Thanks to GM for finally making cars that are fun to own again.
Tim Draayer
The commercials are great. Its good to see something of a happier note in the content rather than attempting to talk of benefits. Tell America about your history, be proud of it and they will hear you.
Bob K
The feedback has been good. Some of the comments have been very insightful. One things I have noticed whether you like GM or not, it seems that we’re getting people’s attention with new campaign. As long it gets people to think about GM and our products, then they are doing the job.
Joe
Bob, it’s one thing to get peoples attention and get them thinking GM. It’s another to actually get them into a GM dealership to buy a car.
GM comercials need to start focusing on the quality and performance of the cars, not that hoolah hoops were in then and bling bling is in now. That’s kindergarten stuff. I want GM to start showing their cars. Let’s see someone in a CTS driving a curvy road while rowing through the gears of his 6 speed MANUAL transmission. Show us these new great interiors with tighter fit and lower gloss. Most importantly, you need to appeal to people’s emotions. If you get Rick Wagoner or Bob Lutz to come on, admit that the company got away from the focus of building great cars for the last 20 years - maybe even appologize, and is doing everything in their power to change that, you may have some serious advertising. If GM can “touch the heart” of America, and show us they are changing for the better, you can make a strong statement with that.
Joshua Schwartz
what is the name of this song its stuck in my head and i want it in my Ipod…
great ad
Connor Hendricks
First, I’d like to say that my first car was a Ford. That’s why I drive GM. But, I haven’t always been a happy GM owner. And I even considered bailing on you guys a few years ago. That was until I saw a printed ad from GM in some car magazine, and I forget which one, that in summary stated: “30 years ago we were the best. 20 years ago we weren’t. And we know that the longest road is the one to redemption.” I stayed with you because you admitted to having wronged. This can be evident by the fact that this 26 year old now has a 2006 supercharged Cobalt SS parked right next to his 1988 Pontiac Fiero GT, and whose wife is purchasing a 2006/7 Malibu Maxx LTZ in a few months in place of her 1993 Ford Escort LX. One thing I’ve seen is that there is virtually no aftermarket for your cars. I want MY car. Show me that it can perform. Can it hold it’s own against the competition. I know it does, but few other do as nobody compares you cars to the global market. It’s ridiculous that I had to wait 2 months for Stage 2 because you ran out of fuel injectors. Expand and develop SS just like Ford did SVT and Dodge’s SRT. Make it what it was in it’s prime: A force that created fear and envy, but don’t jack up the price. Don’t create crap like Ford did with the SVT Focus. People will laugh. You’ll lose customers. It’s ridiculous that I had to pay extra for an extended warranty that should have come standard with a company that is trying to show that it’s the best. 6 yrs warranty for more money! Come on.
I love cars. I love them so much that I currently work in rental cars (which is where I think every company should go to find out what works and what doesn’t). My boss loves GM. He drives a vette and a SSR. In the last 6 months 2 co-workers have bought a Trailblazer and an SSR. In the last few months we started offering GM cars in our fleet: HHR’s, Malibu’s, Impala’s, Cobalt’s and Aveo’s in the summer. Plus, Trailblazers and Suburban’s in the winter. We would have more but your fleet prices are too high. Lower your fleet prices and suddenly Ford won’t be able to say that they are the best selling pickup. Wouldn’t it be great to be the longest lasting and best selling? Get rid of the Aveo, it doesn’t help you. It doesn’t belong in GM’s line-up. Replace it with a GM car, with better reliability, not another Suzuki, etc. Sell the Cobalt in Canada, not a rebadged Suzuki Forenza. Show the world what GM can do, not what subsidiaires it owns. Right now I see GM working harder, not smarter. No more stupid dancing commercials. Advertise the Cobalt SS/SC liek you did the C6 vette: driving fast and flying through intersections.
Now, I’m currently working on a double major in business and soon starting a degree in automotive technologies. What does this mean? I want to work for either GM or a company with an outstanding reputation — which GM doesn’t have, right now. Hopefully, I can have both. Fix the mess that you guys are in. People are watching.
Finally, sorry about my rantings and a long thread, but I want to see GM stay number 1. Not wave the white flag like Ford did when it surrendered Toyota.
BTW, great company policy about layoffs and cuts. I was happy to see that exec’s are taking pay cuts and managers are being laid off too, not just the factory workers. You need to keep them happy to build better cars. If your employees don’t think they are on a winning team, then why should they build a winning comapny?
Please let me know if there is any other thing you want to know. You have my email address.
prof
you guys overthink. its simple. the ad tries toget future customers excited about their product. it worked on most people. it obviously worked on you if you are wasting your time talking online about it
Mike
More of the same from GM. A slick, beautifully-designed marketing campaign designed to convince us the company is resurrected and re-invented, and miraculously (even though it declared bankruptcy slightly more than a week ago) the vehicles it produces are no longer garbage.
The ads are beautiful Band-Aids slapped on deep, festering wounds. No matter how many times you repeat the word “re-invented” to them, the majority of North American car buyers know GM vehicles to be inferior, less dependable and not nearly as durable as those made by the Japanese competition. This is not the majority opinion because most consumers are ill-informed boobs. This is majority opinion because by and large it is a fact.
So, to GM: Trying to influence media-savvy consumers in this way is transparent and asinine. Your competition left you behind because they simply made superior vehicles while you trained your sales force to attempt to lock buyers into never-ending lease cycles and funneled millions into marketing campaigns that clearly should have gone to quality control and product development.
So, why not try a different approach? Make quality vehicles that last beyond the standard three-year lease term, and stop drowning us in advertising.
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