• May 27, 2010
Click above to view the video after the jump

Sometimes an advertising tag-line is so right, people remember it for decades. In the automotive realm, BMW's "Ultimate Driving Machine" and Cadillac's "Standard of the World" stand out and catch on. Apparently "excellence for all" didn't. The new ad line was developed by Publicis Worldwide which had been tapped to replace Campbell-Ewald as Chevrolet's ad agency just over a month ago.

New General Motors VP of Marketing Joel Ewanick dropped Publicis barely a week after taking the job and the tag-line which had only been used in some print ads in recent weeks won't be seen again. New television ads that are running now close out with "everyone deserves excellence" and the main focus is on the so-called "Red-x" quality engineers.

With Ewanick clearly taking charge at GM marketing, it will be interesting to see what new Chevrolet agency Goodby, Silverstein & Partners comes up with. Make the jump for the aforementioned Red-X engineers spot.

[Source: Automotive News - Sub. Req.]




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    • 1 Second Ago
  • 64 Comments
      izhyboo
      • 4 Years Ago
      now Toyota needs to change theirs from "moving forward" to "now able to BRAKE when moving forward" ....and all will be good in the world....
      • 4 Years Ago
      Toyota has always lied with their advertisments. Toyota should have one that says want to kill yourself and have it look like an accident buy a toyota. That is a commerical that fits toyota.
      • 4 Years Ago
      Great post I agree completely. I was hoping chevy would ditch the gold for Red, then in turn change the bowtie so both sides point in, this would then reflect pontiac some and bring in a few exciting models into chevy. As for quality, I say it all the time, if you wanna win this game, you gotta beat them with quality. look at Chrysler as a poor example, great designs, poor quality. I really hope GM is not following down Chrysler's path for great designs horrible quality. If so they deserve to fail we've bailed them out, now it's time to shine and Im not talking about the chrome on your cars GM.
        • 4 Years Ago
        Used to be the gold was just for trucks, red for the uber-performance ("Beware the Red Bowtie"), and various colors for the other cars. Some dork in the late 90s decided one color was best and took the gold (maybe it was Olympics time?) for everything.

        I would like to see the colors come back. Could do silver/satin/chrome for the regular vehicles, red for performance. The bowtie is not the Blue Oval, and need not be 1 color.
      • 4 Years Ago
      GM stands for "Government Motors". I will not buy, no matter how "excellent" the slogan.
      • 4 Years Ago
      I could have saved them a lot of coin by laughing that one off the first time I heard it.
      • 4 Years Ago
      They also need to update the logo, the gold looks very tacky and cheap. It always reminds me that they will never change, which I know is not the case. Some of the new models are very well engineered and assembled but I need to believe it not just wish it were true only to find out they're falling apart again after 4 years. Perhaps a spot like Honda and Toyota, were people are rolling over 300,000km and still happy, I've seen this with the trucks, but not the cars. As for the trucks, I want to know how they hold up against the world, not just the site or farm. When I visit my family in other countries and talk trucks none of them believe in GM trucks like people in North America do, why is that?
      • 4 Years Ago
      Obama motors, workers of the world unite?
      • 4 Years Ago
      Why is this newsworthy? AND Who shives a git?
      • 4 Years Ago
      Mr. Ewanick , Fruit of the Loom's Inspector 13 is on line 2.
      Steve
      • 4 Years Ago
      The unions will run this company down to the ground once again and claim "Help, I've fallen down and can't get up". Then the government will help the union once again and the unions again won't do anything to help their own company. My family and I are committed to NEVER ever again buying anything made by GM. May the union's leaders buy their own crappy made cars.....
        • 4 Years Ago
        @Steve
        Well Steve,you didn't bother to tell anyone you were management with GM.You were not a union worker.Why do you think working americans unionize?So they can sign contracts with their employers.Why?So that one day if your employer wakes up and decides he doesn't like you or wants to make your wage minimum wage,he can't.Sucks being management doesn't it.Waking up thinking you are god and you are going to change the world and the higher ups will praise you,thinking you are doing a damn good job and it is about time you ask for a raise just to be told you are no longer needed.I don't know how many management people I have seen in my lifetime get the boot and then try to join the unions who they were trying to bust.During the great depression there were rich and poor.Working americans began to unionize for better wages,pensions and benefits.To keep them abreast of inflation and be able to save and spend a little.They asked for 10% of an owners profits which is the same 10% that companies now set aside for labor and legacies.What happened was these companies began to prosper.Union americans began to save money in banks and spend some on the economy and then the banks and country began to prosper.Businesses sprang forth,hired more employees. Many of these companies became to big for the owner to control.So what happened?The rise of corporate america.Management firms and ceos were hired to run the businesses where most owners were not allowed any say so or allowed to be on the board of directors.First order of business?Cut labor costs and legacies.Whether union or non-union.Every companies highest expense.Corporate america consumes 25%-35% of a companies profits.While unions only asked for 10%.So the erradication of unions began.The rule of thumb?Reduce the labor costs to as close to minimum wage as possible without a revolution.What about the non-union companies?The same.The erradication of unions carried a blank check.Whatever it takes.Any hearsay about non-union workers is met with the same blank check.Management flies in from all over the world to tell you unions are bad.And that if you use your right under federal law to unionize for better wages,pensions and benefits, that the company will fold and you will lose your jobs.Isn't that funny that those same non-union companies moved their resources to mexico to utilize 4 dollar an hour cheap labor or to China for 4 dollars a week, utilizing the trade agreements avoiding paying excise,import and export taxes and then selling the same damn product back to the US.It doesn't matter if they were union or non-union they were going to go.So now only 12% of working americans are left that are union.That is our middleclass.When they are gone the middleclass is gone.And like the Great Depression, we will be back to rich and poor once again.Who is to blame?Congress.Both parties.Americans with their party hatred keep blaming the presidents only and their administration, while they keep voting the same damn people back in congress.Lobbyism is controlling our congress because our congress is using them for their own contingent desires and feathering their nests.But american workers who unionize contribute to both parties equally as to not be biased.Only wanting representation for american workers.But many americans think of unions as mafia backed Jimmy Hoffas of the old days.American workers unions now are no different than an unemployment office who signs contracts with employers.I don't want to live through another great depression again.But I have never seen or heard so many working americans blaming other working americans for unionizing and blaming them for corporate america sending our jobs overseas.My answer?If any company takes our resources or utilizes another countries resources and their cheap labor,that they should never be able to sell that product back to america again.Our plants,factories and textile mills are all shutting down.Corporate america is giving our jobs to other countries to make things and then sell them back to americans to buy.Do you know america has only 23 blast furnaces to make iron to convert to steel?Less than half are running.As of 2005 China has over 3,000 at maximum production flooding world markets illegally with cheap crap steel.They never bought one pound from america.Our auto industries have stood 100% behind our steel mills.That is one reason why costs are higher.Caterpillar already caved in and buy all chinese steel.Many americans just don't know what is going on.While congress does and allows it to happens.If our steel mills and auto industries fail,we are done as a nation.We better hope we never go to war with China then.We will have to buy the steel from them to make our planes,ships and engines to fight against them.
        Steve
        • 4 Years Ago
        @Steve
        I know what its like to do a hard days work... what's that got to do with it ? I actually worked at a GM facility that was sold than shut down. The fact is....what I saw is people who did not care the least about their own company. They simply wanted all they could get from the company with no regard for its future (and their own). As long as the unions want to SUCK their companies DRY of whatever they can and not think about the future, production will go overseas. Get real ! The unions were a major cause of all the debt GM had.....and when business softened up....they could not support their debt. It will happen again ...and the taxpayers will pay...AGAIN !...... GM went through Chapter II and someday it will be Chapter 22.
        • 4 Years Ago
        @Steve
        The unions had nothing to do with what happend to G.M. it is people like you who brought G.M. and the rest of the country down. You think it is alright for you to make a living wage but not anyone else. I don't know what you do for a living but you sound like someone who dosn't know what it's like to do a hard days work. You would rather give your money to the over paid foreign C.E.O. rather than American workers.
        Steve
        • 4 Years Ago
        @Steve
        I was a skilled tool and die welder in a forge. I was even on the board of our local union. All we did at each meeting was try to figure out how to get what we could from management and the company. The last thing we thought about was the viability of the company. We simply wanted what we could get TODAY....and never gave one thought about the future. The plant had a pimp, bookie and two drug dealers active on the premises. I could buy cigarettes, liquor and candy from guys who ran their own little business on the side. The number of lazy alchoholics who did NO work and had UNION support was pathetic. Don't tell me why GM failed.... I was there for 10 years and saw the reason. I often wondered "how can a company like this make money in the end ?".....well... I soon got my answer.
      • 4 Years Ago
      To: Mechamat

      People are not like you; all most all the workers at GM want to see GM succeed. They do their best to make those vehicles. Management was the roadblock to better quality cars. In the old GM it was get the car off the line now that has taken a backseat. With the new GM it is to build the best car and that’s what the workers wanted in the first place.
      • 4 Years Ago
      Thank you Joel! Now fix Cadillac's marketing campaign too. The old one was much much better.
        • 4 Years Ago
        Next marketing VP will probably change back to Campbell-Ewald....every new guy has to make his mark/piss on the previous guy...
        suzannegentle1
        • 4 Years Ago
        GM your campaign should say, "taken over by union thugs and run into the ground.....WE SUCK!.....still wouldn't by your product after what you aholes did to american taxpayers.....I HOPE YOU FAIL!!!!
        • 4 Years Ago
        The old Chevy tag line was "Like A Rock"

        The new Chevy tag line should be "Full Of Crap"
        • 4 Years Ago
        He hasn't really "fixed" anything yet. All that has happened at this point is a series of ads, whether good or bad, have been discontinued.
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