General Motors’ “Make History” campaign strategically aligns the brand with Historically Black Colleges and Universities (HBCUs) and the Southwestern Athletic Conference (SWAC) to emphasize its commitment to diversity, equity, and inclusion (DEI). The campaign’s core brand proposition centers on representation and authenticity, positioning GM as an inclusive company that values the contributions of historically underrepresented communities. By highlighting lesser-known athletes, scientists, engineers, artists, and makers from HBCUs, GM anchors its automotive products—Chevrolet, Buick, GMC, and Cadillac—in a culturally relevant narrative that honors past legacies while inspiring future innovation.
This campaign leverages a meaningful cultural insight: the power of representation within the Black community and the significance of HBCUs as hubs of talent and heritage that often receive less mainstream attention. The creative approach uses a combination of narrative storytelling, diverse talent, and culturally resonant elements, such as a soundtrack by legendary Black composer Julius Eastman and poetic voiceover by southern hip-hop figure Scarface, to foster an emotional connection with the audience. Filming on HBCU campuses reinforces authenticity and deepens the brand’s ties to the community it seeks to engage.
By connecting GM’s sponsorship of the SWAC to a larger story about legacy, pride, and progress, the campaign also positions the brand within the broader automotive and sports contexts while foregrounding social impact. This integration demonstrates a deliberate move toward purpose-driven marketing, targeting young, socially conscious consumers who value inclusion and cultural respect. Ultimately, the campaign serves both to elevate GM’s DEI credentials and to broaden its appeal by linking product and purpose in a narrative that reflects contemporary social conversations and aspirations.
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to.
This campaign centers on authentic representation, pride, and aspiration by showcasing real students, alumni, and talents from HBCUs, all depicted with GM’s vehicles integrated into campus environments. The narrative, enriched with a poetic voiceover from Scarface and a culturally resonant soundtrack, aligns the brand with the dreams, achievements, and pride of the HBCU community. Rather than telling a traditional story or relying on problem-solution, the ad creates strong cultural and emotional association between GM and an aspirational user group, positioning GM as an ally in their journey to “make history.”
1. Ford – Market Positioning
Ford positions itself as an innovative American automotive leader emphasizing toughness, performance, and heritage. The brand focuses on a diverse product lineup including trucks, SUVs, and electric vehicles like the Mustang Mach-E, promoting sustainability alongside durability. Ford leverages its legacy in motorsports and rugged reliability as a key differentiator, appealing to both traditional truck consumers and forward-looking electric vehicle buyers.
2. Toyota – Market Positioning
Toyota is globally positioned as a leader in reliability, fuel efficiency, and hybrid technology. The brand emphasizes innovation with strong hybrid and hydrogen fuel cell offerings, targeting eco-conscious consumers. Toyota balances affordability and quality, maintaining broad appeal with an extensive lineup from compact cars to trucks, underpinned by a reputation for durability and low maintenance costs.
3. Honda – Market Positioning
Honda markets itself around engineering excellence, reliability, and fuel efficiency, with a focus on performance and user-friendly features. Its vehicles appeal to younger, practical customers who prioritize value and technology integration. Honda capitalizes on its reputation for longevity and innovation in engines and safety technologies, while expanding its portfolio with hybrid and electric models.
4. Stellantis (Jeep, Ram, Dodge) – Market Positioning
Stellantis leverages the distinct strengths of its brands within the U.S. automotive landscape. Jeep is positioned as the go-to rugged off-road SUV brand emphasizing adventure and freedom. Ram focuses on power, capability, and durability in the truck category. Dodge emphasizes performance and muscle car heritage, appealing to enthusiasts looking for bold styling and speed, collectively covering diverse niches for mainstream consumers.
5. Tesla – Market Positioning
Tesla is positioned as the pioneer and leader in luxury electric vehicles, emphasizing cutting-edge technology, autonomous driving, and sustainability. The brand targets affluent, tech-savvy customers seeking high performance and innovative features. Tesla’s direct-to-consumer sales model and brand prestige differentiate it sharply from traditional automakers, presenting itself as a disruptor in the evolving automotive market.
Q: What is Make History about?
A: Make History is a 2023 campaign from General Motors, created by the award-winning agency Majority for the United States market. The campaign centers on GM’s sponsorship of the Southwestern Athletic Conference (SWAC) and its commitment to Historically Black Colleges and Universities (HBCUs). Through a film directed by Alan Ferguson and featuring a soundtrack by Julius Eastman, Make History spotlights real students, alumni, and talents from HBCUs, integrating Chevrolet, Buick, GMC, and Cadillac vehicles into authentic campus environments. The creative idea is to celebrate representation, pride, and aspiration within the HBCU community, positioning GM as an ally in their ongoing legacy.
Q: What creative device does Make History use?
A: Make History employs FORMAT#10 ASSOCIATED USER IMAGERY, as classified by Clapboard’s 12-format taxonomy. This creative device centers the narrative on real students, alumni, and talents from HBCUs, presenting them as relatable or aspirational figures for the target audience. The campaign integrates GM vehicles into campus life, using poetic voiceover and a culturally resonant soundtrack to create a strong emotional and cultural association between the brand and the HBCU community. This approach forgoes a traditional story arc in favor of authentic representation and user-centered imagery.
Q: What is the campaign proposition for Make History?
A: The campaign proposition for Make History is to position General Motors as an inclusive brand deeply committed to diversity, equity, and inclusion, particularly through its support of HBCUs and the SWAC. By highlighting the stories of lesser-known athletes, scientists, engineers, artists, and makers within these communities, GM aligns its automotive brands with cultural relevance and social impact. The message targets young, socially conscious consumers, emphasizing that GM values representation and is dedicated to honoring and advancing the legacy of historically underrepresented groups within the automotive and sports sectors.
Q: How does Make History rank in Clapboard's archive?
A: Make History holds a Clapboard Campaign Score of 69/100 in Clapboard's global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the automotive and sports marketing landscape.
Q: Who are the competitors in General Motors's category?
A: In the automotive category, General Motors competes with Ford, which emphasizes American innovation, toughness, and a legacy in trucks and electric vehicles; Toyota, known for reliability, fuel efficiency, and leadership in hybrid technology; Honda, which focuses on engineering excellence, value, and technology integration for practical, younger buyers; Stellantis, leveraging Jeep’s off-road appeal, Ram’s truck capability, and Dodge’s performance heritage to cover diverse market niches; and Tesla, positioned as the pioneer in luxury electric vehicles with a focus on technology, sustainability, and direct-to-consumer sales.
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