GM's CUV Ads Stress Choice

Mullen is launching a $20 million national campaign for General Motors’ Certified Used Vehicle program this month with offbeat advice on the difference between good and bad decisions.

The effort includes radio spots breaking at the end of this month and newspaper and magazine ads breaking in July and August.

Print ads take a humorous approach in demonstrating people making right and wrong decisions. They feature customers’ heads flanked by instant-camera photos of good choices—represented by a GM Certified Used Vehicles road sign—and bad choices.

One ad shows a man’s “bad decision” to swat a beehive with a broomstick, as opposed to the “good decision” to purchase a GM used car.