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sponsorship
Back in March, Saturn launched its unintentionally poignant "We're still here" campaign. While most ads attempt to spur consumer craving, these spots seemed designed to elicit cringing sympathy. Which is not a winning brand image in the long run.
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.
Instead of clamoring to get on the air and gab about its failures, perhaps GM should just have shut up for a while. Geez, you went bankrupt on Monday, guys. Maybe give yourselves more than two days to reflect on your sins. The truly contrite put their heads down and make things right. They don't grab the microphone and brag about what's next.