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GM To Edit Super Bowl Ad With Suicidal Nuance
By Glady Reign
General Motors Corp. agreed to edit its Super Bowl ad that showcases a robot jumping off a bridge in a dream series after failing to do what is expected of it. The said ad drew criticism from suicide prevention group. As a result of the intensifying clamor, GM finally gives in.
GM was previously quoted saying that it had no plans to change the spot. The said Super Bowl ad is already making its rounds online. It is also featured in the automaker's website and officially debuted during the big game.
Gebbia, earlier stated, "It was inappropriate to use depression and suicide as a way to sell cars." GM also said that the robot ad was designed to show the company's obsession with quality, highlighting its enhanced powertrain warranty of five years or 100,000 miles on all new light-duty vehicles starting with 2007 models.
Mark LaNeve, GM's vice president of sales, service and marketing, added that the automaker had no plans to stop airing the ad. "It had a relatively small number of runs scheduled after the Super Bowl, and those will continue. The ad was screened by focus groups for insensitivity, and all found it amusing and effective in conveying the message about GM's quality," LaNeve added. "It's a dream sequence. It's not a person, and it's a robot that is a fantasy. I mean, that robot doesn't move around. C'mon."
However, the wind is now changing its direction and GM is singing a new tune. Earlier, GM spokesman John M. McDonald said the company agreed to change the ad after discussing concerns about it with the New York-based American Foundation for Suicide Prevention. GM Super Bowl's ad is set to be aired again after entertaining several modifications - a fixed date though has not been scheduled. When asked about the possible changes, McDonald declined to describe it.
Robert Gebbia, the foundation's executive director, said any reference to suicide was expected to be removed. Gebbia added that the agreement came after a conversation between GM executives and the foundation involving the latter's concerns. "GM is being very responsive."
GM's ad opens with a confused robot dropping a screw while working on an assembly plant. Unfortunately, the machine was kicked out of the plant. While finding his new niche in the world, the robot was saddened by watching sleek GM vehicles on the road. As the song entitled "All By Myself" was played in the background, the hopeless robot leaps off the bridge. Inside the darkened GM plant, he woke up from its dream.
The American Foundation for Suicide Prevention divulged that complaints started pouring in since the first day GM ad was aired. The calls and emails are all aimed at one thing – to make GM pull the ad from its website as well as other video-sharing websites like YouTube. The foundation also expects the automaker to give a timely apology over the matter.
The ad was only aired once but its effects are remarkable. On YouTube alone, the website recorded over 350,000 views. The ad still invites both positive and negative reactions. The worst so far, came from Lisamarie Miller, 39, of Palatine, Ill. Miller said she will never buy a GM vehicle after seeing the ad online. "I was completely outraged." Miller's 21-year-old brother battled depression before resorting to suicide in 1993. "GM is not being a responsible citizen by airing something that so closely imitates life," she added.
Critics in the industry say that advertising should not only be stunning and interesting but they must also be responsible. Whether an ad is for Volvo pressure plates, McDonalds burger, Coca-Cola or other brands – the thing to consider is the commitment for general welfare.
About the Author
Glady Reign is a 32 year old is a consultant for an automotive firm based in Detroit, Mi. she is a native of the motor city and grew up around cars hence her expertise in the automotive field. For more info, please visit Volvo pressure plates.
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