GM to edit ad amid criticism
General Motors Corp. said Friday that it had agreed to edit a Super Bowl commercial that drew criticism from a suicide prevention group for showing a quality-obsessed robot jumping off a bridge in a dream sequence after messing up on the job.
The world’s largest automaker previously said it had no plans to change the spot, which is making the rounds online and is featured on the company’s website. The ad made its broadcast debut during Sunday’s NFL championship telecast.
But GM spokesman John M. McDonald said the company agreed to change the ad after discussing concerns about it with the New York-based American Foundation for Suicide Prevention.
The ad is expected to air again after the changes are made, but no date has been set, McDonald said. He declined to describe what would be changed.
Robert Gebbia, the foundation’s executive director, said any reference to suicide was expected to be removed. He said the agreement came after the foundation spoke with GM executives Friday morning.
“GM is being very responsive,” Gebbia said.
The American Foundation for Suicide Prevention said it started getting complaints the day after the ad aired.
GM said the robot ad was designed to show the company’s obsession with quality, highlighting its enhanced powertrain warranty of five years or 100,000 miles on all light-duty vehicles starting with 2007 models.