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Ads Gone Bad: GM's suicidal robot

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.

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Last updated: July 05, 2009: 10:23 PM

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