New Ad Campaign Highlights Saturn's Growing Product Line
FOR RELEASE: August 13, 2002New Ad Campaign Highlights Saturn's Growing Product Line
DETROIT - Saturn's new brand advertising puts a heightened focus on the division's exciting new lineup of products while remaining true to Saturn's values.
The new campaign builds on Saturn's strength as an automotive brand known for treating its customers with respect by showing how Saturn vehicles also reflect this philosophy.
"This is a critical time in Saturn's growth," said Jill Lajdziak, Saturn vice president for sales, service and marketing. "Saturn now has a lineup of terrific products that are relevant to a broader base of customers than ever before. It's important that our advertising communicate to the marketplace a clear, concise sense of the changes happening at Saturn."
The campaign begins with a new "brand anthem" 30 and 60-second commercial that debuts Aug. 16th, with heavy rotation beginning the week of Aug. 19th. That commercial will be followed in mid-September with advertising for the redesigned 2003 L-Series midsize sedan and wagon, and the Saturn VUE compact sport utility vehicle. Advertising for Saturn's new-from-the-ground-up series of small cars, the ION, will be revealed in early January 2003.
A major objective of the new advertising is to lead a new generation of potential Saturn owners to re-evaluate what they think about the brand, said Chuck Thomson, Saturn's executive director for marketing. "People respect and admire the brand, particularly for the way Saturn treats its customers. We want customers to understand that they'll also have a great experience with our cars and trucks," Thomson said.
With the evolution of the Saturn image, advertising will increasingly emphasize the product and the driving experience rather than the company, said Thomson. "The approach will evolve from folksy to a more contemporary, fun attitude," Thomson said. "While we want to hold on to our current, loyal customers, we intend to also expand the appeal of the brand to a more diverse audience."
The new advertising represents the first major campaign developed for Saturn by its new advertising agency, Goodby, Silverstein & Partners, San Francisco. "Goody, Silverstein & Partners distinguished themselves by their strategic thinking and creative executions - and by their insights into the challenge of evolving the Saturn brand message so that it remains effective and contemporary," Thomson said.
"This campaign aims to capture the new spirit of the brand, while reaffirming the same set of personal values that have always been a distinctive part of Saturn," said Jamie Barrett, creative director at Goodby, Silverstein & Partners.
The anthem spot opens with a number of scenes of people doing driving-type actions, but without vehicles - e.g., a man walks backward down his driveway; a woman walks down a road with two young boys behind her and stops at a house to pick up a young girl; hundreds of people run down a highway; and a night-time scene where several people walk with flashlights.
"When we design our cars, we don't see sheet metal," says the voiceover. "We see the people who may one day drive them." The commercial then introduces the Saturn VUE, L-Series and ION.
L-Series advertising presents the car as an "elegant alternative" for people who need to make rational car-buying decisions but who also have a stylish side.
Two L-Series commercials focus on ordinary moments that become special because of their emotional components. One features elegantly lit, slow-motion footage of a couple taking their L-Series through a car wash. The husband playfully leans over to kiss his wife, but accidentally hits a power button that lowers a window, letting in some water. As they exit the car wash, we see them smile and laugh at their unexpected experience. The second L-Series spot celebrates the small victory of a dad and daughter, who make it to the video store just in time to beat the deadline for late charges. Both commercials end with a title card that reads: "Everyday, meet elegant." and a voiceover that says "The elegantly redesigned Saturn L-Series." The logo and tagline, "It's different in a Saturn." fade up over the scene.
The new Saturn national advertising will include placements on network and cable prime-time and sports programming, as well as magazine ads. Regional and local advertising will complement the national ads with additional focus on product attributes and local market needs.
Saturn Corporation is a subsidiary of General Motors. GM, the world's largest vehicle manufacturer, designs, builds and markets cars and trucks worldwide, and has been the global automotive sales leader since 1931. GM employs about 355,000 people around the world. More information on Saturn can be found at www.saturn.com. More information on GM can be found at www.gm.com.
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