GM Silverado Super Bowl ad

February 6th, 2012 - Daniel Barron

General Motors Global Chief Marketing Officer Joel Ewanick says "We stand by our claims in the commercial, that the Silverado is the most dependable, longest-lasting full-size pickup on the road."

GM "2012" Super Bowl adFord not happy with dig

Ford isn’t happy with one of General Motors’ Super Bowl XLVI ads, and wants the automaker to remove all traces of the 60-spot from television and the Internet. GM, though, isn’t backing down from any of the claims it made in the commercial.

The ad in question is titled “2012″, and plays off the belief that the Mayan calendar finishes on December 21, 2012, signalling the end of the world. The commercial depicts a man driving a Chevrolet Silverado through a deserted, rubble-strewn city as he passes giant pieces of downed robots and space ships.

At the end of the commercial, the man meets up with some fellow Silverado owners. He looks around and asks where “Dave” is, and is told by a forlorn friend that Dave “drove a Ford.”

According to Reuters, Ford attorney Lynne M. Matuszak sent a letter to GM stating that insurance industry data says Ford, and not GM, makes the safer pickup truck. Ford produces the F-150, which is a perennial bestseller in North America.

In response, General Motors Global Chief Marketing Officer Joel Ewanick says “We stand by our claims in the commercial, that the Silverado is the most dependable, longest-lasting full-size pickup on the road.  The ad is a fun way of putting this claim in the context of the apocalypse. We can wait until the world ends, and if we need to, we will apologize. In the meantime, people who are really worried about the Mayan calendar coming true should buy a Silverado right away.”

The “2012″ ad was released on Youtube prior to being shown during the Super Bowl on February 5, and has amassed over four million views on the video-sharing website.

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1 comment

  1. Tfitz says:

    Pretty brazen comments/advertisment by GM. Last I remember is it was GM asking for the government bailout money and Ford was one of the few who did not. So if the goverment had not of bailed them out would they have made it to the Maya calander??

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