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 |  Mar 22 2012, 7:01 PM

General Motors is going to some pretty extreme lengths to capture a younger audience. The automaker’s latest tactic was to hire MTV Scratch to head its latest marketing campaign.

So you might ask yourself: “What’s so newsworthy about that?” General Motors – one of the largest, well-known and well-established car brands is handing over its marketing to the same marketing company behind quality programming like Jersey Shore and Teen Mom. Yeah, you can say that GM is definitely going in a different direction.

Apparently, GM is having a problem getting the younger generation to care about cars – and that’s where MTV Scratch comes in. “They think of a car as a giant bummer,” said Ross Martin, executive vice president of MTV Scratch. “Think about your dashboard. It’s filled with nothing but bad news.”

Based on some of the marketing research, GM has made a few changes to its cars to appeal to this younger audience. For example, new Chevrolet colors, like “techno pink,” “lemonade” and “denim” will be seen on the Spark this summer.

We wonder what these new MTV Scratch-produced campaigns will look like. Uber-tanned twenty-somethings sporting skin-tight clothes and big hair fist-pumping to tunes cranked out of a Sonic? You stay classy, General Motors.

[Source: New York Times]