In the wake of the attacks on New York and Washington, General Motors is launching a new program called "Keep America Rolling," revolving around interest-free automotive financing on U.S. models.
The program, which is GM's corporate bid to aid in the U.S. economy recovery effort, will run at least through Oct. 31, according to Peg Holmes, GM's head of marketing communications.
The company is supporting the campaign with a 30-second spot, via GM agency of record McCann Erickson, Detroit, and print execution. "We're keeping our national launch ads in place, but converting all of our retail-focused ads, both national, regional and dealer-driven, to support this campaign," said Holmes. "We are doing one kind of generic TV ad, which will be packaged to have flexibility to be made into Buick, Chevy, Oldsmobile, Cadillac, Pontiac or GMC, but with one message."
Print ads will have the same divisional flexibility and will break Friday in USA Today and The Wall Street Journal. Ads will also run Sunday in The New York Times and The Washington Post.
Holmes says the company hopes to air the spot on network TV this weekend.