Down and out… and back again. General Motors is fighting to save its image barely 24 hours after news of its bankruptcy hit headlines. The iconic US company has launched a new website and ad campaign to prove it’s not dead. The one-minute video ad “Chapter One”, produced by US communication agency Deutsch, says GM is getting down to business and promotes its ability to “reinvent” itself.

General Motors unveiled the ad swiftly, given that making one can take two to three months, says advertiser Michael Gibson. But in this case, “Chapter One” was a rather easy project.

“I’ve made ads much like that in a week,” says French advertiser Olivia Petit in an interview with FRANCE 24.

Toeing the line

The ad relies on ready-made footage and needed no specific shooting. The images illustrate a voice-over that rehashes President Barack Obama's speech on restructuring the auto industry. The ad says that management made mistakes and that GM now wants to focus on "fewer, stronger" brands and market innovative and eco-friendly cars.

“The most difficult part must have been choosing the images and getting the company’s green light to go ahead,” says Petit.

Advertisers agree the cost of the operation must have been quite low.

“General Motors probably owned most of the images, and I believe the most expensive part must have been paying for a week’s editing and the voice-over,” says Petit.

The ad has been put online on GM’s website, but it is schedule to begin airing on US TV channels on June 3.