Opinion: GM Should Not Be Outside Looking In At This Super Bowl
February 3, 2013
Not being in this Super Bowl should be driving General Motors marketing executives crazy. It’s the one major decision made in the Joel Ewanick era that they probably would rather have back.
Affiliating Chevrolet with Manchester United?: a great move by the exiled former CEO last spring just before he was ushered out. Not advertising on Facebook anymore? It probably was a good idea to pressure the too-big-for-its-breeches social-media giant to make its paid space more effective, and it was a move that drew muttered agreement from many CMOs in other industries.
But GM finally is undoing the Ewanick-approved “Chevy Runs Deep” tag line, which quickly proved shallow and ineffective. And brand marketeers in every one of the company’s four remaining divisions also probably would love to have seen interim CMO Alan Batey reverse his former boss’s decision about exiting the Super Bowl as well.
This isn’t 2009. While the company remains saddled with some ownership by the U.S. taxpayer, and the likelihood that the federal government will exit its oversight of General Motors with a significant financial loss, the company itself is in better shape now than in many years.
Surely a well-executed bet on Super Bowl advertising, $4 million or $8 million or $24 million, no longer would be considered a risky bet. But as it is and shall be on this, the day of Super Bowl XLVII, GM won’t be able to play with the other kids on the biggest marketing field of them all.
And look what each or any of GM’s brands might have been able to do with the air time: