Information

The narrated portion of the commercial is informative of the REINVENTION campaign.

“Let’s be completely honest: no company wants to go through this. 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.”

The conversational tone that starts this commercial creates a more personal ambiance that viewers may be more likely to listen to because it isn't preaching or pointing out a flaw the viewer may have. Instead it acknowledges that there are going to be growing pains as GM leads the way to something new. The word "rebirth" emphasizes innovation and a future oriented view.

“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.”

Here, GM admits that their old ways are just that- old. The repetition of "not anymore," is oddly reminiscent of Poe's "The Raven" and its "nevermore, nevermore." It's poetic and also informative that GM has identified (a couple) of its own flaws. While beginning an ad with limitations of what the ad is selling may not be the most positive strategy, the ad continues with, again, looking toward the future and a solution.

“So here’s what the new GM is going to be: Fewer stronger brands; fewer stronger models; greater efficiencies; better fuel economy; and new technologies.”

While there are no real specifics mentioned, this is still an informative presentation of the changes that GM is declaring that its making. This is empowering to technology and creating a logical appeal for the audience.

“Leaner, greener, faster, smarter. This is not about going out of business; this is about getting down to business.”

GM is establishing the ideal car: eco-friendly and attractive. This ideal combination is what the company is rebuilding their vehicles with.

“Because the only chapter we’re focused on is chapter one.”

GM claims they are starting over and leaving their old baggage behind. Chapter one is their fresh start.