SuperNova: GM's Micahel Wiley

Via PaidContent, GM's director of new media comments on social media.

From the post:

“In the context of the social media explosion, Michael Wiley, GM director of new media, didn’t hold back. ‘The existing ad paradigm sucks, it’s woefully inefficient. It takes huge dollars to create ads on TV that run for 30 or 60 seconds and give the consumer virtually no information,’ Wiley said. ‘The opportunity is to create relatively grassroots ads, six to eight minutes long that give an in depth brand experience and are released online.’”

I agree about the existing paradigm sucking but I don't see how you can create a "grassroots" six to eight minute "deep brand expereince" that anyone would watch.