Historians are unsure who invented the SWOT analysis, a staple of any Marketing 101 class, but there is one thing we know for sure about this person: he was an idiot.
For those unfamiliar, SWOT (Strengths, Opportunities, Weaknesses, Threats) is an analysis whereby you see what your company or product is good at, what they are bad at, where it has room to expand, and what stands in its way. The blinding fallacy in this analysis is, if you actually knew all these things there would be no point in doing the analysis. You’d be clairvoyant and probably super rich.
One of the more idiotic ideas of SWOTology is that it’s a good idea to take one of your greatest weaknesses and try to make it a strength. It’s actually pretty easy to do within the context of the analysis (it involves drawing a thick red arrow from the W to the S matrix). In reality, of course, this has never, ever worked.
It’s with that in mind that I present the latest gem of an ad campaign from GM, “Reinvention,” which should probably be called “Bankruptcy Rocks!” It combines the perfect mix of pathetic improbability and unsubstantiated claims. It is also probably the best GM ad in years, because at least it’s not boring.
Most of the ad is standard fare, with good American images (there were lots of bridges I noticed, which could be symbolic–a bridge to the future–but more likely has to do with the director thinking it was really fun to drive back and forth over a bridge), and a comforting voice over that promises that bankruptcy isn’t so bad after all and soon GM will be lean, efficient, tech-savvy, and environmentally sound. That fits well with the new GM brand name which, if I understand correctly, will be Toyota.
My two favorite parts: One, a slow-mo shot of Steelers QB Ben Rothlisberger throwing a TD in the Super Bowl. Sure, I get why GM would want to associate with the rough, blue collar, champion Steelers, but the Super Bowl champs? I’m sorry, when in reality your company is the equivalent of the Detroit Lions, comparing yourself to a Super Bowl champ is just arrogant. I’d have gone for a more realistic approach. Maybe align yourself with the Jacksonville Jaguars. They aren’t great, but at least they’re competitive and they aren’t going bankrupt, so you know, that’s a good start.
Then there is the closing line of the campaign. “The only chapter we’re thinking of, is chapter 1.” Nice. Though there are two ones in 11. I hate when the editing department doesn’t catch that stuff.
But really, my big takeaway from this ad is this: “Dude, didn’t you guys jut go bankrupt? Should you really be blowing your money on a national TV campaign? One running in prime time of the NBA Finals no less?” I mean, correct me if I”m wrong, but I thought the basic dilemma of bankruptcy is that you don’t have enough money. And wait a second, since the government owns 70% of GM, isn’t that my money?
You know what I would have done with the however many millions you’re blowing on a damage-control national advertising campaign? Bought a shit load of GM cars. That’s how you turn a Weakness (we aren’t selling any cars) into a Strength (now we are!).
Tags: Madvertising, review
You had me at SWOT.
[...] It’s an ingenious trick. Try to convince people that one of the biggest weaknesses of a fast food experience (the terrible service), is in fact a strength (As loyal readers will remember, this is the SWOT fallacy). [...]