Double-Edged Sword on GM’s BuyPower

Advertiser: General Motors Corp.

Agency: DMB&B;, Los Angeles

Challenge: Introduce GM BuyPower, a service that allows consumers to use the phone or their computer to shop for a car.

The Ads: Rather than explain the service itself, the ads hype the supposed benefit of free time. Because car buyers need not drive from dealership to dealership, they presumably have time for other things, like trekking through snow-covered mountains and paddling on idyllic streams. Some ads also stress the shop-at-home aspect of the service, never once showing a computer or a car. Instead, the commercials show decidedly upscale homes as the voice-over announces, “These are some of our newest showrooms.” The campaign includes magazine ads that depict soothing outdoors scenes.

Comments: GM is walking a thin line with the ads. It needs to sell consumers on an easier shopping experience without making visits to its dealerships seem too painful. In that, the ads appear to succeed. But GM takes some license in expressing the time-saving benefit of the service. It’s hard to imagine anyone would save enough time to take a long vacation in the country. A family picnic, maybe. And the pastoral shots of upscale homes seem to imply the service isn’t for everyone. $$

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Ads are rated from $ to $$$$, based on tastefulness and probable effectiveness, with $$$$ being the highest.