In 1988 General Motors started an aggressive advertising campaign aimed at lowering the average age of Oldsmobile buyers. The ad theme, “This is not your father’s Oldsmobile,” did not work. The slogan not only alienated loyalists, it did not attract the next generation. The brand that represented respectable middle-class achievement in the 1960s and 1970s lost to the “cool factor” of the 1980s and 1990s.