‘Let’s be completely honest: No company wants to go through this,’ begint het spotje. Maar daarmee is het faillissement afgedaan. Niemand zo optimistisch als de Amerikanen.

‘But we’re not witnessing the end of the American car; we’re witnessing the rebirth of the American car. General Motors needs to start over in order to get stronger.’

Dan gaat het over al die merken van GM, zoals Saturn, Pontiac, Hummer. Onnodig, blaakt de stem. ‘There was a time when eight different brands made sense. Not anymore. There was a time when our cost structure could compete worldwide. Not anymore. Reinvention is the only way we can fix this, and fix it we will.’ Reclamevakblad AdvertisingAge hekelt de reclameclichés. Zoals die daarna nog volgen: ‘leaner, greener, faster, smarter’.

En wat dacht u van: ‘This is not about going out of business; this is about getting down to business.’ De hele sfeer doet nogal Amerikaans aan, vindt marketingvakblad MarketingTribune. Maar dat is logisch want GM ís Amerika, En andersom geldt hetzelfde.

Bekijk de film op: http://link.brightcove.com/services/player/bcpid1543292789?bctid=24931063001