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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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