GM Touts New Incentives

DETROIT McCann-Erickson, Troy, Mich., is breaking a campaign to support new incentives from General Motors.

One 30-second spot breaks tonight on network and cable TV. GM representative Ryndee Carney said the ad has a different feel than past incentive spots, which featured GM vehicles on a stark white background with classic oldies music as a soundtrack. The new spot shows quick shots of GM vehicles with different backdrops, set to techno music, Carney said.

The new spot also does not include the tagline “Overdrive” which has been prominent in past efforts, instead plugging “Zero to Sixty,” an offer of interest-free financing for 60 months on most 2003 GM models. It has not been determined whether future efforts will use the “Overdrive” theme, Carney said.

The campaign, which runs through the end of the month when the incentive offer expires, also includes print and Internet efforts.