GM Uses Flattery to Pitch Its Parts to Mechanics

General Motors Service Parts Operations is launching a national trade campaign that praises mechanics for their craftsmanship and wisdom in using GM parts.

The campaign, which includes print, trade show displays and point-of-sale materials, uses a new tagline: “Your craftsmanship. Our parts. Together it’s a work of art.”

Pictured in the print work is the front end of a car with the hands of a worker attaching a piece of bodywork. The ad attempts to show that a mechanic’s skill can be fully realized only when combined with GM parts, said Michael Henk, a communications specialist at GM.

The work was created by D’Arcy Masius Benton & Bowles, Troy, Mich.,