A Colorado ?
Pure publicity. It was given to him in front of the camera and then he promptly threw the keys either back to the dealership or handed them to the nearest ball boy cuz that would be the owner demographic.
I thought it would have been funny if the truck they gave Mad Bum were blue. I wonder if it came with the optional Kleenex dispenser?
When I was going to college in Montana, the Canadian students would all hang out at one local tavern to watch the NHL.
You could always tell that there was a hockey game the night before. Most of the Canadians showed up to class the next day with black eyes and fat lips.
It was worse if it was Edmonton vs. Calgary. That's when the girls would get into the act.
The real embarrassment for GM was the fool that was presenting the award. There were more 'ums and ahs in his presentation than a Middle school lunch room.
That was pretty bad for sure. Did you notice he also had to keep looking down at his flash card and at times he was reading from it?
yet for all the people snark, his bad speech got more buzz about the truck then if it were a forgettable perfect PR person speech.
The chevy marketting department went with it in this case and stuck on the #technologyandstuff to their own webpage.
So not an embarrassment, it's a win to a human being a real human in this case; and a loss for internet snarkers trying too hard to find someone else's failures and misery to make themselves feel better about themselves.
Now if they staged the whole thing and that came out, then that'd be an embarrassment.