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Naming Consultant Hall of Shame: Mr. Goodwrench resurrected for GM brand marketing campaign.

Mr. Goodwrench is back in town

DETROIT, July 14, 2003. Just when you thought it was safe to bring your car in for an oil change, General Motors announces it is bringing back Mr. Goodwrench, corporate branding spokesdork, from his well-deserved retirement. Mr. Goodwrench, following in the grip-and-grin tradition of Mr. Whipple ("Please don't squeeze the Charmin' ") gave an insipid brand personality to the GM master brand. He was a friendly mechanic who knew all there was to know about keeping your GM car in tiptop shape--as the company fell into last place for building automobiles anyone actually wanted to buy.

"We're reintroducing America to Mr. Goodwrench," according to Kelly O'Neill, advertising manager for General Motors. "We're returning an old icon. Mr. Goodwrench is a reminder of what America is all about."

According to the Shinola Awards, a national naming and branding event with celebrity judges, Mr. Goodwrench is characterized by one judge as "Mr. Clean's butt buddy. This name is too obviously homoerotic not to love."

The TV campaign, which has been mercifully off the air since 1985, stars Steve Cobert from "The Daily Show" on Comedy Central. He masquerades as a reporter searching for the real Mr. Goodwrench, as he makes the amazing discovery that they are everywhere.

For the real story behind the marketing campaign, contact Sal Fariello, an auto consultant and former service manager who has written a book called, "How to Avoid Being Mugged by Mr. Goodwrench."

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