GM to edit controversial robot ad

DETROIT — General Motors Corp. said Friday it has agreed to edit a Super Bowl commercial that drew criticism from a suicide prevention group for showing a quality-obsessed robot jumping off a bridge in a dream sequence after messing up on the job.

The world’s largest automaker previously said it had no plans to change the spot, which is making the rounds online and is featured on the company’s Web site. The ad made its broadcast debut during Sunday’s NFL championship telecast.

But GM spokesman John M. McDonald said the company agreed to change the ad after discussing concerns about it with the New York-based American Foundation for Suicide Prevention.

The ad is expected to air again after the changes are made, but a date hasn’t been set, McDonald said. He declined to describe what would be changed.

Robert Gebbia, the foundation’s executive director, said any reference to suicide was expected to be removed. He said the agreement came after the foundation spoke with GM executives Friday morning about its concerns.

“GM is being very responsive,” Gebbia said.

The ad, called “Robot,” opens with the machine in question dropping a screw while working on a GM assembly line. The robot is kicked out of the plant and finds work waving a “Condos for Sale” sign and holding up a speaker at a fast-food joint, while appearing saddened by watching shiny, new GM vehicles drive by.

As the Eric Carmen song “All By Myself” plays in the background, the despondent robot leaps off a bridge into the water below, only to wake up inside the darkened factory — waking up from its dream.

The American Foundation for Suicide Prevention said it started getting complaints the day after the ad aired.