General Motors Co. marketing chief Joel Ewanick is bullish on TV.
In an industry pouring money into social media and other communication channels, Ewanick thinks some of the best campaigns still start with TV.
“I love television,” he said. “When people say television is dead, it is not dead. It drives a lot of traffic.”
In July, two months after Ewanick joined GM, the automaker aired its first Chevrolet Corvette TV commercial in five years. The spot, titled “Still Building Rockets,” juxtaposed NASA scientists developing and launching space rockets with a Corvette being built and burning rubber on a test track.
GM also is returning to Super Bowl advertising next February. Ewanick said. And in October, Chevrolet will unveil a Silverado pickup campaign with commercials that feature the good-natured teasing that occurs when Silverado owners visit with owners of competing brands.
Ewanick said TV remains a key medium for selling and driving traffic to Web sites, including those of dealers.
Ewanick, who spent most of the past three years as Hyundai Motor America's marketing chief, said he likes Hyundai's current “Uncensored” campaign. In it, Hyundai test drivers give straightforward opinions about how they feel behind the wheel of the vehicles.
That campaign, Ewanick said, started on TV. It moved to Facebook and other social media sites to continue a lively dialogue for Hyundai owners and others.
He said that's a good model for how a campaign can launch on TV and expand in other media.