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By Andrew Ganz

Unveiled just weeks ago, Chevrolet’s new “Excellence for all” advertising tag line will be about as short-lived as General Motors’ Hummer unit, according to the automaker.

“It’s not something you’re going to see for much longer,” Chevrolet spokesman Klaus-Peter Martin told Automotive News. The slogan, which emphasized Chevrolet’s quality gains, has been shuffled away as the automaker’s new marketing head moves the brand’s advertising account for the third time this year.

The automaker hasn’t introduced its new tag line.

Campbell-Ewald of Detroit had been Chevrolet’s long-term agency, but the automaker gave its business to Publicis instead earlier this year. Earlier this month, however, Joel Ewald, GM’s new marketing chief, selected San Francisco’s Goodby, Silverstein and Partners to handle Chevrolet’s advertising efforts.

The automaker will now instead focus on its “Red X” engineers, who “torture test” the automaker’s vehicles before they go on sale. Chevrolet will apparently continue its “Most Dependable, Longest Lasting” tag line for its line of trucks, however.

The automaker posted two of its ad spots – a 30 second clip and a 60 second clip – on its YouTube account.





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Chevrolet already scrapping week-old "Excellence for All" campaign?

by Sam Abuelsamid (RSS feed) on May 27th 2010 at 8:58AM

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.



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I like the concept of the ads and how they did them, but I don't really like the Red-X engineers. They can just state how they torture test the cars and are committed to building the best cars and trucks, no need to focus on some guys in red shirts. I don't like excellence for all, it is too much like the mark of excellence thing they did.

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