Magazine article ADWEEK

New GM Spots Look for Mr. Goodwrench: Chemistri's Brand 'Relaunch' Cites Ad Icon in Campaign to Lure GM-Car Owners. (National News)

Magazine article ADWEEK

New GM Spots Look for Mr. Goodwrench: Chemistri's Brand 'Relaunch' Cites Ad Icon in Campaign to Lure GM-Car Owners. (National News)

Article excerpt

DETROIT The good news: Domestic car quality keeps improving. The bat news for U.S. car makers: Fewer cai owners lining up at dealership service centers. What's a massive auto marketer to do?

For General Motors, the solution to this new problem is an old favorite: Mr. Goodwrench. In a national campaign that breaks today, the automaker resuscitates the ad character icon--or, at least, goes looking for him--in an effort to lure GM-car owners into dealer shops for routine maintenance work.

Last year GM cars had 130 problems per 100 vehicles, an 11 percent improvement over 2001, according to the J.D. Powers and Associates Initial Quality Study. The study, which polls people during their first three months of vehicle ownership, put GM third in quality behind Toyota and Honda.

The Troy, Mich., office of D'Arcy Masius Benton & Bowles, now known as Chemistri, created four 30-second spots linked by the new tagline, "Mr. Goodwrench. The one and only GM expert." The commercials star comedian Stephen Colbert of The Daily Show, who's on the hunt for Mr. Goodwrench but discovers that everyone at the service centers fits his lofty description of the man.

Two spots start with Colbert standing outside a dealership with a clipboard, quizzing technicians. "Mr. Goodwrench: Who is this one and only GM expert?" he asks. "I gotta find this guy." A third spot shows Colbert interviewing satisfied Goodwrench customers, and the last includes Kevin Harvick, driver of the GM Goodwrench Chevy race car. …

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