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ReprintsGM breaks up with Big Oil in new ads
Automaker unveils corporate campaign addressing high gas prices
Ira Teinowitz
Advertising Age
June 10, 2008 - 1:52 pm ET
ATLANTA -- General Motors is sending a "Dear John" letter to big oil. Katherine Benoit, GM corporate marketing director, told attendees at the American Advertising Federation meeting this week that the automaker is launching a corporate campaign this month that addresses the oil-price issue head-on, albeit with a tongue-in-cheek twist. "Dear Oil," a new TV commercial begins. "We've had this great relationship for many years. We think we will both be a lot happier and healthier if we see less of each other." The commercial from McCann-Erickson is to debut on NBC's "Meet the Press" June 22, Benoit said. A Chevrolet campaign focused on green issues also is about to launch, and GM will tout its corporate environmental message as part of its NBC Olympics sponsorship, Benoit said. GM has been boosting advertising for its fuel-efficient models since last year. But Benoit said the automaker suspended ads for its E85 models, partly because of the availability issue, and is backing options other than corn or other food products to make ethanol, which is 85 percent ethanol and 15 percent gasoline. Part of GM's energy and environmental unit will check and confirm all its green marketing claims, Benoit said. "You have to make sure that the story you tell plays out." |
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