Although our country is a jumbled mess at times, one thing we all agree on is a love of country. With this love of country is a set of symbols that we all associate as devoutly american--all of which are included in this advertisement.
The emotion appeal is outstanding. The narration is brilliant. It acknowledges their faults, and effectively counters them with the "getting down to business" and the "chapter 1" lines. Although I've been a firm supporter of foreign models, It makes me want to believe in the change (Obama allusion?).
This effectiveness doesn't go 360 however as the GM Reinvention website falls short. They got my attention with the commercial, so I went to the URL they directed me to in order to learn more about the movement. But when I get there, the emotion is gone. It's cold, cluttered, and corporate. Sure, there's plenty of content, but where's the mystique, the patriotism, the innovation?
There's definitely a material disconnect between the mediums, which could be caused by a deviance from their campaign goals. The commercial's goal seems to be a re-courting of the everyday consumer via emotion, while the website looks as if the company sells B2B delivering nothing but information. Therefore, Deutsch/LA, I'd advise giving it a second look.
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