By on May 16, 2012

While GM is withdrawing from Facebook advertising, over in Europe, Opel does the opposite:  Opel spent untold budget amounts to hire Orlando Higginbottom, better known as Totally Enormous Extinct Dinosaurs. The hot UK producer, remixer and DJ was hired to flog … clicks to Facebook.

Opel’s new small car, either named after Opel’s founding father Adam Opel, or the man who followed the dictum that an apple a day keeps the snake away, is marketed heavily via Facebook.  Adam’s name was slow-revealed on Youtube and Facebook. Adam has its own Facebook page.  Now,  Opel  signed Higginbottom to drive traffic from here to Adam.

The Higginbottom video is gutsy and tragic at the same time.

It’s gutsy, because choosing  “Totally Enormous Extinct Dinosaurs” as the spokesman for a car that harkens back to a man that would be 175 years old if he still would be alive, or that reminds us of more biblical ages, shows dry wit and self-effacing humility, usually in short supply at GM.

It’s tragic, because the video will create few clicks. At 0:29, you are asked to “Find out more at Adam & You.”  How? You have one second to find the non-existent URL, then, it’s fade to black. If you want to find out more, you need to peruse Google, and you most likely will land on the latest hits of  Totally Enormous Extinct Dinosaurs. Out of compassion for the tragicomedy, we run the ad at no charge. Here, one more time.

Reuters checked with ad-tracking firm Kantar Media. Kantar says that GM spent $1.1 billion on U.S. ads last year. It spent about $271 million on online display and search ads excluding Facebook. Facebook received $10 million. The creation of content and the advertising and media agencies involved in the Facebook project costs $30 million, the Wall Street Journal said. A bit lopsided.

In the grand scheme of things, pulling ads from Facebook barely moves the needle. However, I see Opel to salute obediently, and to pull its Facebook support once Adam has been born.

Get the latest TTAC e-Newsletter!

5 Comments on “GM Withdraws From Facebook? In Europe, They Don’t...”


  • avatar
    APaGttH

    I want 32 seconds of my life back.

    The movie Zoolander came to mind as I watched this.

  • avatar
    Sinistermisterman

    What the f***. Am I missing something? Have I reached that age where I just don’t understand ‘modern’ culture? Or is this video and advertising campaign just utterly, utterly without point or merit?

  • avatar
    daveainchina

    Nah this comes from all those fashion commercials which have nothing to do with the product.

    Doesn’t make it good or interesting /shrug.

    Waste of money but it doesn’t surprise me.

  • avatar
    carbiz

    I can’t say I blame GM. Facebook on this side of the pond is becoming a cesspool. In my profession as Property Manager, we’ve had to shut down 2 FB pages at our sites: they just become a bed of innuendo and conjecture. Misinformation piles on top of exaggerations and outright lies, until someone gets sued. Even Board members jump on the bandwagon. It’s awful.

  • avatar
    iainthornton

    Er….what? This makes no sense. And coming from the owner of a small Vauxhall, that surely can’t be good if they’re interested in attracting repeat custom.

    Hell, was there ANY clue that it was for a car of any kind?
    To add to which, I just googled ‘Adam & you’ and found nothing relevant….


Back to TopLeave a Reply

You must be logged in to post a comment.

Subscribe without commenting

Recent Comments

New Car Research

Get a Free Dealer Quote

Staff

  • Contributing Writers

  • Jack Baruth, United States
  • Brendan McAleer, Canada
  • Marcelo De Vasconcellos, Brazil
  • Vojta Dobes, Czech Republic
  • Matthias Gasnier, Australia
  • W. Christian 'Mental' Ward, Abu Dhabi
  • Mark Stevenson, Canada
  • Cameron Aubernon, United States
  • J Emerson, United States