This post is part of our Ads Gone Bad series. Share your thoughts and memories of this ad in the comments, and be sure to check out our other posts on marketing gone wrong.
No doubt you've heard the expression, "You're setting a bad example." Perhaps the most interesting application of the concept that I've ever witnessed was the strict scolding received by General Motors Corp. (NYSE: GM) in regard to a $5 million television ad . In that television advertisement, which was intended to promote GM's quality obsession, a cute but ill-fated assembly line robot imagines itself committing suicide by jumping from a bridge after making a slight error.
When I first witnessed that ad, given my opinion that suicide is the act of fools and cowards, I couldn't help but find it a bit offensive. As it turned out, The American Foundation for Suicide Prevention felt the same way that I did. That organization issued a statement calling the ad dangerous and insensitive. This led to a grass-roots campaign calling for GM to change the ad. General Motors hesitated a bit, but soon agreed to eliminate the suicide reference from the piece.
I'm sure that, at the outset, the ad must have had no negative intention behind it, and, despite my misgiving, I found it quite effective in delivering its quality message. In the final analysis however, the ad may have served to send an even more powerful message than originally intended. The ad carelessly depicted suicide as a viable option for dealing with the stresses of life.
We each need to be very careful about the messages we send regarding healthy behavior, especially when we have no control over who makes up our audience. After all, the depth and power of subliminal suggestion are very well documented. I'm near certain that GM now pays a bit more attention to the collateral messaging it creates within its television advertising content. I certainly wish that more television advertisers would do the same.
See other examples of Ads Gone Bad.











Reader Comments (Page 1 of 2)
9-05-2008 @ 4:43PM
Mary said...
Are you nuts? Get a life and stop writing this bull just to see your name in print!!!!
9-06-2008 @ 1:38PM
Shawn said...
Geez folks it's just a TV commercial. If that's all it takes to push someone over the edge, then they were gonna go anyway. Enough with the Political Correctness already. Everyone now is so thin skinned. Get over it.
9-06-2008 @ 1:38PM
D. Enos said...
Perhaps a more interesting cultural implication would have been to have the robot ideate hari-kari...
9-06-2008 @ 1:39PM
PlayMisty4me said...
Perhaps they should have the worker who lost his job to the Robot join him on the bridge.
9-06-2008 @ 1:53PM
Chris said...
What would have likely removed all controversy to begin with is if the ad people had the robot take itself to a junkyard.
Even though it is equivalent to a human worker and the bridge scenario, it would have kept the ad's content from the anthropomorphism that set off the special interest groups.
In other words, the viewer wouldn't have taken it as personally because it would have been a machine in a machine situation.
So let's remake the ad with a human worker and the bridge shown first, and then the robot going to the junkyard, to show GM's actual idea of working towards perfect quality management over the last few decades.
9-06-2008 @ 1:55PM
Julie said...
Am I the only one who noticed that the robot was having a NIGHTMARE? I've had plenty of nightmares about terrible things happening to me and it doesn't mean I will seek them out once I'm awake. Geeeez, get over yourselves already!
9-06-2008 @ 1:56PM
joseshema said...
Maybe some of Obama's follower will take the hint and toss themselves off the bridge also.
9-08-2008 @ 11:42AM
Diane said...
This campaign was one of the most inventive, entertaining, and comedic of ALL TIME!! US automaker GM really needs a boost, and THIS campaign came out swinging. Excellent advertising. Crazy, twisted people complaining.
9-08-2008 @ 11:42AM
phoenixguy said...
joseshema, I would love to push you off the bridge.
9-08-2008 @ 11:43AM
Robert said...
It's a well done commercial. Complainers should get a life!
9-09-2008 @ 12:29AM
Bob said...
You've GOT to be kidding me! This is one of the BEST commercials I've seen in ages! The individuals who complained were likely the execs over at Toyota!
9-09-2008 @ 12:32AM
Arline said...
I just came across This information and I am sick to my heart. My husband worked for General Motors, He worked on those Robots. Four years ago my husband killed himself by jumping off a bridge.
I cannot beleive that such a major organization would be so insensitive to such a subject. My family has to deal with his loss for the rest of our lives and General Motors makes light of the loss of not just another human being but one of their employees.
9-11-2008 @ 10:48AM
Dan said...
This is an old old ad. What's wrong with this writer? Get a life! Why don't you write about the great new vehicles GM is now coming out with.
10-23-2008 @ 12:25AM
Random said...
Puh-leeze. This is and remains one of the best ads I have ever seen. I am sure if you have lost someone to suicide or are just incredibly hypersensitive, it might be hard on a person. I think it is real, that's all. And real funny.
10-23-2008 @ 11:18AM
Leneda said...
Obviously most of the writers here have never faced an accross the board lay-off when you have a home and a family to feed. In todays America expecially in automotive areas, these layoffs are basically the end of your livelihood as you know it.
I saw this ad when it ran its apparent one or two times. I thought it was INCREDIBLY insensitive to the auto workers being kicked out of thier jobs as executives walked away with million dollar parachutes.
FOR THE FIRST TIME IN MY LIFE, I wrote a letter of complaint. I too lost my job at GM to some moron in India. I was out of work for three years.
All of you who are saying an ad like this could not possibly drive someone over the edge HAS NO CLUE. You cannot write it in words. You cannot know what it is like unless it happens to you.
I hope you never experiance the hoplessness of unemployment. Unemployment only lasts for 1 year. Then what? You arent even counted anymore as an umemployed person. You don't exist.
Some of the comments here are typical of the insensitivity of the executives and the advertising firm that came up with, and approved this ad for airing in this horrible, no end insight, job market disaster.
Me, get a life? Me, get a grip?
YOU -OPEN YOUR EYES!
10-23-2008 @ 12:39PM
Katherine said...
This was a humorous, touching wonderful ad - especially at the ending where they showed the robot being redeemed and returning to work amid the other happy robots and the machines coming off the assembly line in perfect order. Of all the ads shown during the olympics, this one remained in my mind and I recommended it to everyone!
Don't nitpick every little thing - this was very inventive and certainly not intended to be promoting suicide.
10-26-2008 @ 11:47AM
abcxyz23 said...
Wow, everyone who takes this offensively is retarded. Personally I think it's a cute ad and very clever. People need to learn to laugh at themselves and stop being such babies, really, ALL of these "worst ads" are funny but political correctness tries to make them out to be bad. Grow up. honestly.
PS: Suicide is a choice (a dumb choice). just because GM runs an ad doesn't make every jump up and say "Well that robot on the TV did it! I'm gonna do it!" people shouldn't kill themselves if they don't want to be made fun of.
10-26-2008 @ 11:48AM
brandy said...
you wouldnt find it so funny if you had had a friend who had actually jumped to there death... your all pathetic and cold
10-28-2008 @ 12:19AM
cambles said...
STOP GETTING OFFENSIVE!!!!! They're funny comercials, stop making everything so serious. Great commercial, i remeber it, it was funny. Anyone, who decides that they want to commit suicide based off that commercial, is prob. stupid enough to deserve that outcome. "No offense" lol.
10-28-2008 @ 12:21AM
Lori said...
I think this ad is funny.The poor machine out looking for work after he made a mistake,so he jumps from a bridge,it wasn't a person that jumped.People take things too seriously.This country has no backbone anymore.