Back in the day when GM was struggling, one of the true believers cut some footage into a short film that I believe was shown at a in-house gathering. It was so good it made it to the internets and I believe to broadcast. It was perfect- it showed in a brief, snappy way what the company had achieved and where they were going:
Then the marketers decided that a sequel was necessary. I hope the original people didn't have anything to do with it. I'd like to think that some department above them thought they could do better, because the second one was everything the first wasn't: bloated. self-referring, celebrity-driven, obvious in it's use of stock footage and worst of all, more about self-congratulating crap than about the promise of the product coming up. See below:
But I have to write that the best commercial for a automaker in the past 20 years was in my opinion the Cadillac commercial "Moments". See below:
Those Saarinen staircases of the design center and the jewel-faceted cars. Cole Porter and rappers. Movie premiers and a kid clutching a model '59. Brilliant. I think it should be up there with the Apple "1984" ad in that it's telling people this is the new Cadillac. A company that knows where they've been and know where they're going.
As an ad for a brand it should be studied in marketing classes.