Now, on the heels of filing for bankruptcy protection, Saturn’s parent company (for now), General Motors, is taking its own stab at tail-between-legs marketing. In a 60-second spot that hits the airwaves today, GM admits some mistakes, announces some strategic goals, and generally tries to look forward. The imagery is all rebirth and renewal—a sunrise, a butterfly, a prosthetic limb, and literal green shoots.
“Let’s be completely honest,” intones the announcer as the spot opens. “No company wants to go through this.” True enough. I would also argue that no television viewer wants to go through it, either.
That’s a tough spot to be in. My personal view is that a 60-second prime-time ad buy doesn’t send the best message about frugality.