The ad structures a correspondence between the teacher and her students and the workers who comprise the Saturn production team. Each shows care and devotion. She gives her students personalized attention, the same attention Saturn workers give to producing cars. Both produce quality products. Referred to as team members, abstract impersonal labor at Saturn is reconstituted as a community of laborers characterized by organic relations.
Abstract labor is personalized and so is the abstract consumer.
Saturn is no longer a commodity but a personally produced automobile. And the consumer is no longer an abstraction but a warm, honest woman with roots deep in her community. Commodity and market relations disappear in Saturn's narrative. The ad ends with a worker reading her letter, looking at the enclosed photograph, and smiling with the pleasure that he participated in making a quality product for a quality person. In this context it is useful to reread Karl Marx on the commodity form , because in a ghostly way ads like this ideologically invert, item for item, the relationships that are structured by the commodity form.