Tags: GM | Chevrolet | MoNe Davis

Chevy Ad Drives Home Reputation Building

Tuesday, 04 November 2014 10:44 AM Current | Bio | Archive

Over the past year it’s been tough to be GM. After enduring the self-inflicted public relations disaster of the recall snafu, the American automaker desperately needed a public relations  pick-me-up. With their latest viral video, they may have found a beginning to the road back.

Mo’Ne Davis is a legitimate feel good story. A barrier busting Little League pitcher with millions cheering for her continued success. She not only made it into the boy’s club. . . Mo’Ne thrived. The first girl to pitch a shutout in Little League history, she has become the heart of baseball dreams for kids of both genders coast-to-coast.

The commercial starts exactly where it needs to, with Mo’Ne saying, “Dear United States of America.” Now, this is the girl speaking here, but you can’t help but wish GM would step up and start an apology with the same stark sincerity.

Davis admits she is a role model. An example of what a person can be if they have the discipline to work hard and the strength to follow their passion. Chevy ends the commercial with a short, sweet statement extolling Davis and “all those who remind us anything is possible.”

This is an incredibly American sentiment from a company that has long been a brand closely associated with What Makes America Great. Now the company’s reputation is on the ropes, and they are looking for a way to reconnect with all the things people have believed about them and the virtues that have defined the brand for generations.

Chevrolet has, for years, been proud of its connection to patriotism and Americana. That reputation has been strained and stained. But, as they say, there are few things more American than baseball and the pioneer spirit. Mo’Ne Davis combines the two — and she might just save Chevy as well.

Ronn Torossian is one of America’s foremost Public Relations executives as founder/CEO of 5WPR, a leading independent PR Agency. The firm was honored as PR Firm of the Year by The American Business Awards, and has been named to the Inc. 500 List. Torossian is author of the best-selling "For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations." For more of Ronn Torossian's reports,
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Over the past year it’s been tough to be GM. With their latest viral video, they may have found a beginning to the road back.
GM, Chevrolet, MoNe Davis
Tuesday, 04 November 2014 10:44 AM
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