General Motors Robot Rethinks End

General Motors demonstrate a morbid fixation with perfection in the Super Bowl XLI TV ad, “Robot”. The 60 second and 30 second versions of the ad are available on GM’s quality site. A yellow car factory robot drops a bolt while assembling a vehicle. The shame! Sirens go off. Fellow assembly line robots stop their work. Humans look around with disappointment on their faces.

Yellow robot faces quality failure in GM TV ad


Eric Carmen’s song, “All By Myself” provides the melancholic feel for the next sequence in which the yellow robot is sent out into the world to make it’s own way. The robot makes a living selling condos and taking orders at a drive-through but seeing all the GM cars driving past is just too much. Finally the yellow robot stands on the edge of a bridge, preparing for a watery end in the Los Angeles River.

Stay around for the twist at the end and the voiceover: “The GM 1000 mile warranty. It’s got everyone at GM obsessed with quality”.

Click on the image below to play the video in YouTube

Credits

The General Motors Robot spot was developed at advertising agency Deutsch, Los Angeles, by chief creative officer Eric Hirshberg, group creative director/art director Mike Bryce, senior art director Bernie O’Dowd, SVP/director of broadcast production Randy Morton, SVP/Executive Producer Steffi Binder and senior producer Tricia Hoover.

Filming was directed by Phil Joanou via MJZ.

Visual effects were developed at SWAY Studio by creative director Mark Glaser, executive producer Shira Boardman, producer Cassandra Khavari, coordinators Daughn Ward and Christine Felman, VFX Supervisor Richard Wardlow, Flame artist Ben Looram and Rob Trent, compositors Maciek Sokalski and Chris Bankoff, 3D artists Rob Glazer, Rob Meyers, Daniel Buck, Graham Fyffe, with rotoscoping by Meg Morris.

SWAY Studio’s work included car touch-ups, photographing the real-life robot puppet from different angles to develop a 3D CGI equivalent, and creating the illusion of a moving water surface in the LA River.

Lyrics for All By Myself

When I was young
I never needed anyone
And makin’ love was just for fun
Those days are gone

Livin’ alone
I think of all the friends I’ve known
But when I dial the telephone
Nobody’s home

All by myself
Don’t wanna be
All by myself anymore
All by myself
Don’t wanna live
All by myself anymore

Hard to be sure
Some times I feel so insecure
And love so distant and obscure
Remains the cure

All by myself
Don’t wanna be
All by myself anymore
All by myself
Don’t wanna live
All by myself anymore

Filed under: Commercials, GM, Super Bowl 2007

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  • jack schmit

    ford is ten times as durable as GM
    by the way I heard the new chevys are coming out with heated tailgates so you can keep your hands warm while pushing them out in winter time