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Lutz lays out his strategy for GM advertising: "Memorable," "clever," "viral" [w/VIDEO]

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Filed under: Marketing/Advertising, Videos, GM

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Click above to watch Kate Walsh talk up the Cadillac CTS Sport Wagon after the jump

So we knew that Bob Lutz didn't like the course General Motors commercials were taking - but no one knew what he did like. Now that he's back from vacation in the Caribbean, he's laid out what he has enjoyed: popular YouTube vids like the Chevrolet Corvette ZR1 lapping the 'Ring, the Kate Walsh Cadillac ads, and a
.

Sure, Lutz's plan for ads sounds a lot like the Standard Operating Practices of old GM. However, Cadillac did good business with the Kate Walsh ads, the ZR1's 'Ring showing meant you could put "Corvette" and "supercar performance" in the same sentence. And while we sometimes find the Long ads a tad facile, they state their cases plainly. If Lutz can do what those three commercials did - but do so for each of the portfolio's entire brands intentionally and over time, he'll have done something monumental.

To do that, Lutz says he is revamping and taking control of just about everything: bringing designers in on the ad planning and going to product-driven advertising, changing how GM works with its agencies and giving agencies clearer directives, holding weekly meetings with brand executives, and even making sure all the ad photography is flattering to the car. Will these changes be enough? Check out the one of Lutz's favorite new ads after the jump, then leave your fellow reader a line in 'Comments' with your best guess as to GM's chance for advertising success.

[sources: Automotive News, sub req'd; General Motors]

Continue reading Lutz lays out his strategy for GM advertising: "Memorable," "clever," "viral" [w/VIDEO]

Lutz lays out his strategy for GM advertising: "Memorable," "clever," "viral" [w/VIDEO] originally appeared on Autoblog on Tue, 04 Aug 2009 11:29:00 EST. Please see our terms for use of feeds.

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So we knew that Bob Lutz didn't like the course General Motors commercials were taking – but no one knew what he did like. Now that he's back from vacation in the Caribbean, he's laid out what he has enjoyed: popular YouTube vids like the Chevrolet Corvette ZR1 lapping the 'Ring, the Kate Walsh Cadillac ads, and a Howie Long Total Confidence commercial.

MORE AT LINK:

http://www.autoblog.com/2009/08/04/lutz-la...-memorable-cle/

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Holy crap some of those Autoblog comments were written by very angry people.

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Holy crap some of those Autoblog comments were written by very angry people.

Many trolls.

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Best Silverado commercial to date IMO:

:lol:

The manicure one is good too. I wish we had those commercials in the Great White North. :(

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IMO the Tundra one is best, showing the Tundra V6 as not only more wimpy, but less efficient. That's a slam dunk. The others are just pointing out competition's features as fluff that's not as important as they're marketed to be.

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The Silverado ads showed a little bit hope for GM's PR department. So ... how about some home-run Malibu commercials, huh?

Edited by YellowJacket894
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The Silverado commercials with Howie poking fun at the other trucks' features really irritate me. I like Ford's F-150 commercials: they're bold, attention grabbing, cleverly assembled, and most of all emphasize the strong points of the truck instead of just childishly teasing the competition.

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