On the heels of a blistering Congressional hearing yesterday, where officials from the National Highway Transportation Safety Administration were accused of sacrificing public safety to protect the government's investment in General Motors (sample tweet from committee chair, Republican Darrell Issa: @GOPOversight's Mike Kelly "takes the gloves off" to deliver accountability for #ChevyVolt subsidies you paid for), GM's new Volt ad is more in line with President Obama's take on the auto bailout in the State of the Union: “We bet on American workers. We bet on American ingenuity. And tonight, the American auto industry is back.”
The ad is the latest in a spate of 'Detroit pride'- themed commercials (think 'Eminem's "this is the Motor City. This is what we do"' Chrysler commercial from last year's Superbowl). In this one, a Chevrolet Volt assembly line winds through the streets of Hamtramck, Michigan -- described by Chevy as "a city within a city in the heart of Detroit."
“This isn’t just the car we wanted to build,” a narrator intones. “This is the car America had to build.” Watch below!
Kate Hinds is an Associate Producer for WNYC News. She also reports for WNYC and Transportation Nation, a public radio reporting project that combines the work of multiple newsrooms to provide coverage of how we build, rebuild and get around the nation.
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