Shaw now is reckoned right - enough authority, enough charm and interest - to present that epic development, the General Motors credit card. We know it's epic because all the cues are there: Fanfare for the Common Man at full blast; portentous numbers - 'over eight million Americans have signed here'; and big transatlantic imagery.
And in truth the GM credit card is the biggest example of an important new development, the brand-owners' credit cards that are challenging the traditional card-operators. As an inducement, there is no signing-on fee, and there are potential rebates on GM products (why didn't they think of it before]). While the copy points unfold in Shaw's masterful voice-over, we swoop around the eight million Americans, finally fading from what looks like a Texan in a 10-gallon hat to Shaw in another 10-gallon number against a half-timbered Home Counties setting. Responsible and right again.
The GM commercial is a particularly straight-arrow version of the 'onward march of progress/ join the future now' type of presentation. And very grand it is too. In the 10-second version, Shaw just says with the absolute confidence of a Lord Lieutenant: 'If you're invited to apply . . . don't throw away the chance.'
Videotapes supplied by Tellex Commercials.
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