GM Offers ‘Overdrive’ as New Corporate Mantra

General Motors has launched its first corporate campaign in several years under the tagline, “Overdrive.”

The TV and print effort is intended to reflect “a company in high gear,” said Dave Moore, executive creative director for GM’s corporate agency, McCann-Erickson’s Troy, Mich., office.

GM’s last corporate tagline was “People in motion.”

Two spots from McCann with the new tagline broke this month. One is an incentive offering $2,002 cash back on vehicle purchases; the other is a corporate spot. Both ads feature a stark white background to highlight the featured GM “flagship” vehicles, including the Chevrolet Corvette, Saab 9.5 Arrow, Buick Rendezvous, Cadillac CTS, Chevrolet SSR truck, Pontiac Vibe and Cadillac Escalade EXT.

GM will spend less on advertising in 2002, with cuts expected to be in the single-digit percentage range, said John G. Middlebrook, GM’s vice president and general manager, vehicle brand marketing and corporate advertising.

The automaker will do more divisional ads instead of individual nameplate ads, he said. Budget cuts will not affect spending behind new-vehicle launches, which in-clude the Cadillac CTS and Es-calade EXT, Pontiac Vibe, Hummer H2, Saturn Vue and Saturn Ion.

GM ad spending declined to$1.2 billion in January through September of 2001, versus $1.9 billion for the same period in 2000, according to CMR. Corporate spending dropped to $40 million in the first nine months of 2001, from $95 million a year earlier, according to CMR.

Separately, GM’s C.J. Fraleigh, executive director of corporate marketing and advertising, said the automaker’s Olympic sponsorship will focus solely on Chevrolet.