Good vs. Bad Thinking in General Motors Print

CHICAGO Mullen looks to distinguish General Motors’ certification of used cars from similar programs in a new print campaign breaking next week.

“Awareness of certified used vehicles is now at slightly more than 50 percent among used-vehicle shoppers,” said Jeff Heichel, director of used-vehicle activities at GM. “Our new advertising uses a light-hearted approach to reinforce that GM Certified is the smartest choice for their next used-vehicle purchase.”

The humorous ads from the Wenham, Mass., agency contrast bad choices with the good decision of buying a GM certified car. In one ad, an overweight man wears a skimpy bathing suit as a bad decision, while a GM car in the background represents a good decision. Other bad decisions include a camper feeding a skunk and a woman buying sushi from a street vendor. The ads continue the program’s tagline, “The right way. The right car.”

The print effort supports a similarly themed national network, local and Hispanic radio effort that broke in mid-September.

Spending was not disclosed. GM spent nearly $10 million on advertising the CUV program last year, according to TNS Media Intelligence/CMR.