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Director Tony Scott and Oldsmobile Intrigue Team Up for Major Summer Blockbuster

30 June 1997

Director Tony Scott and Oldsmobile Intrigue Team Up for Major Summer Blockbuster

    Movies and Marketing Merge with In-Theater Debut of Intrigue Campaign

    LANSING, Mich., June 30 -- The all-new Oldsmobile Intrigue
sedan will be splashed across U.S. movie screens beginning July 4 when it
stars in intriguing pre-movie commercial vignettes directed by action movie
master Tony Scott ("Top Gun", "Crimson Tide").
    Called "Intrigued? Intrigue.", the campaign's movie-mystery plots pack
racing trains and helicopters with espionage, beautiful people, foreign
embassies, sparkling diamonds and Oldsmobile's hot new midsize sedan -- the
center of the spots' intrigue and allure.  Scott's ability to create a mood
and deliver nail-biting action will prime the projected record-number summer
theater-goers for their feature selections.
    "I was really interested in doing the spots because they're different,"
said Scott.  "When you first see (them), you think you're looking at a clip
from a movie.  It's a little sting in the tail -- a surprise at the end."
    Delivering the feel of "James Bond meets Alfred Hitchcock," the Intrigue
story is told in four parts, all in wide-screen format:

    * Train -- high-speed action and espionage in coach; for in-theater and
      network TV
    * Embassy -- they're not as impenetrable as you think; there will be two
      versions:  1) for an in-theater promotion with Sony Theatres and 2)
      version for network TV
    * Tracking Device -- sophisticated setting, surveillance, a car chase and
      the Intrigue; for network TV
    * Helicopter -- track the elusive Intrigue from the air; a local teaser
      spot for retailers.

    "Oldsmobile is going after a completely new consumer with the Intrigue --
younger, more sophisticated, more import-minded," said Ken Stewart, brand
manager for the Intrigue.  "The campaign and way we're matching it up with our
consumers' lifestyles had to reflect that.  Plus, isn't everyone looking for a
little intrigue in their life?"
    The campaign, created to launch the all new Oldsmobile Intrigue, was
created by national advertising agency Leo Burnett Company in Chicago.  Part
of a nationwide marketing blitz for the all-new Intrigue, the in-theater debut
of the full-length "Train" spot and related marketing tie-ins are elements of
relationships between Oldsmobile and ScreenVision and Cineplex Odeon.
"Intrigued?  Intrigue." will run on more than 6,000 screens throughout July
and August.
    Spots debut on network television July 28.  In addition, Oldsmobile
retailer marketing groups can currently air the "Helicopter" teaser spot
locally.
    A new Fall surveillance series on ABC, "Total Security," puts its lead
character in an Intrigue.  Plus, Oldsmobile will be leveraging a unique
General Motors partnership with Sony, Magic Johnson and Star Theatres to
feature the campaign and a major consumer contest during a special July
promotion.  Stay tuned for more on Intrigue "in the spotlight" in certain U.S.
cities and "hanging around" in other markets.
    British director Tony Scott has a long history of bringing action and
intrigue to the big -- and little -- screen.  In addition to "Top Gun" and
"Crimson Tide," the award-winning director's credits include "Beverly Hills
Cop II," "Revenge," "Days of Thunder," "True Romance" and "The Fan."  In
addition to outstanding commercial work, he has also produced television
movies and owns or co-owns production companies in Los Angeles and London.
RSA USA, Inc. (Los Angeles) handled the Intrigue campaign.
    Celebrating its 100th anniversary in 1997, Oldsmobile's 1998 Intrigue is a
breakthrough sports sedan aimed at midsize imports.  The sleekly styled
Intrigue, which starts at $21,250, is powered by a 195 horsepower V-6 engine.
It also features a four-speed electronic transmission and traction control,
plus best-in-class ride and handling characteristics.  The elegant and
functional interior completes the package with a high level of standard
content, plus optional leather seating (Intrigue GL), 12-disc CD changer, and
a BOSE stereo system.

SOURCE  Oldsmobile