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.