REBRAND

‘New’ GM Launches Ad

My, that was fast. General Motors isn’t wasting any time in combating some of the worst PR in the history of corporate America. A 60-second commercial for the “new” GM takes a practical, even apologetic approach. “Let’s be completely honest,” the announcer says. “No company wants to go through this…General Motors needs to start over, in order to get stronger.” He adds: “There was a time when our cost structure could compete worldwide. Not any more.” But the ad isn’t free of grandiosity. “This is not about going out of business. This is about getting down to business,” the announcer intones. Inspirational images flash in the background: an American flag, a moon landing, a sports team. A for effort?