|The first new ad is a play on Hispanics' sense of intense pride in car ownership.
TV and radio
Initially targeting the metro markets of Orlando, Phoenix, Sacramento and San Antonio, the automaker is launching two radio and two TV ads with the the tagline "Mr. Goodwrench is my mecanico de confianza [trusted mechanic]."
"Mr. Goodwrench" is a marketing and advertising icon first fielded by GM in 1974 and later expanded into the GM Goodwrench Service Plus brand of automotive parts and maintenance services. More than 7,000 GM dealerships across the country market products and services under the GM Goodwrench moniker, according to company. Overall, GM bills it Goodwrench system as the largest single automotive service network in the U.S. The company still uses "Mr. Goodwrench" as the icon of its GM Goodwrench Service Centers.
The new, Hispanic Goodwrench campaign was created by Publicis Groupe's Lapiz agency in Chicago.
Entitled "My Baby," the campaign's first spot opens with two young Hispanic men behind what looks like a maternity ward nursery window. One asks the other, "Which one is yours?" But as the camera shifts, viewers see that the men are not in a hospital but in the waiting area of a GM service facility -- their tender, loving gazes are focused on their cars, which are being worked on by GM Goodwrench technicians.
"Market research shows that Hispanics take great pride in owning a vehicle," said Geraldine Ford-Brown, director of diversity marketing at GM's Goodwrench unit for service and parts operations. "It is important for us to make them aware that GM Goodwrench technicians take just as much pride in servicing their GM vehicles as they do in owning them."
The campaign broke this month and the local media buys vary by city, but extends the longest through October in Sacramento.
Third-largest Hispanic advertiser
Spending was not disclosed. The auto giant spent $69.8 million in TV and print ads to Hispanics from January through September 2003, making it the nation's third-largest advertiser to Latinos, according to TNS Media Intelligence/CMR and the Association of Hispanic Advertising Agencies, as reported in this week's Advertising Age.