'Empathy' Theme Pushes Goodwrench Auto Service - Brief Article

Brandweek, June 21, 1999

TROY, MICH--General Motors will stress trust in a DMB&B/Detroit TV ad campaign for GM Goodwrench Service Plus that breaks this week on national network, cable and syndication. The "Empathy" pitch uses a series of vignettes that speak through narration from a car porter and parts department cashier who work at a dealership, and a vending machine attendant who visits regularly about the experience at a Goodwrench dealership.

They use the tagline, "It's for Life." The spots are a dramatic departure from an earlier run featuring a more whimsical approach that highlighted upfront pricing with a grandfather and his grandson playing car repair shop in the living room.