Regarding towards GM’s failing advert, Nicola Lam’s Blog concurred that GM was forced to recall their ad after it received a negative press because GM chose not to show awareness for sustainability.
To an extent, this might be true, as some cyclers or college students would much rather prefer to use a bicycle to gain a more sustainable life style. In this case, yes, customers might be appalled by this particular ad.
However, I believe that the main root that caused this advertising disaster is that GM chose to apply a co-ordinated marketing strategy by implying a more “competitive” type of advertisement. As such, GM directly compares their goods (cars) to those of their rivals (bike). In turn, GM, created a humiliating nature towards consumers who uses a bike.
Such advertisements can harm the business image severely, and like in GM’s case, could destroy brand loyalty: A position that GM would not want to be in at this given time.
GM should approach to a more effective, and safer type of advertising, for example a more persuasive approach rather than the competitive approach of advertising. That way, it overall protects the brand image of GM.
Citations
http://www.gelatobaby.com/2011/10/12/gm-backpedals-on-anti-bike-ad/