General Motors: Certified story time

General Motors, a car manufacturing company, reassured consumers of the benefits of buying a pre-owned car with a humorous campaign that put the focus on the consumer.

Campaign details

Brand: General Motors Certified Pre-OwnedAgency: MRM

Campaign Summary

Better used vehicles make for better stories. So, we pulled out all the story-telling stops with this Certified Story Time campaign. But with so many benefits, it can be a mouthful to explain. So we used that to our advantage by telling titillating tales in the most dynamic way. Our syrupy smooth lip-synced dialogue, eye-popping backdrops, and full cast of quirky characters lead you to a true Happily Ever After.

Marketing Context

Nearly half of all auto purchasers are unfamiliar with Certified Pre-Owned (CPO) vehicles. With the...

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