Vehicles Shop For Owners In Unique New Saturn Commercial Breaking On Grammy Awards Show
FOR RELEASE: February 21, 2003Vehicles Shop For Owners In Unique New Saturn Commercial Breaking On Grammy Awards Show
DETROIT - Shopping takes an unusual twist in a new Saturn full-line brand commercial that debuts Feb. 23 during the annual Grammy Awards broadcast on CBS. In the "People Shopping" spot, it's the vehicles that go searching for people to acquire.
Airing in 30- and 60-second versions, the commercial shows off Saturn's new lineup of products - the Saturn ION sedan and quad coupe, L-Series sedan and wagon, and VUE sport utility - in situations that reverse the usual shopping equation. Driverless cars shop for people in showrooms and on retailer lots; cars even compete for a prize person on a game show. People on the street wear "For Sale" signs.
A Saturn ION quad coupe eventually "selects" a joyful young woman as voiceover says: "You look and you look. And then one day when you find the right car, it's almost like the car finds you."
"This new commercial reinforces the Saturn brand essence in a unique and contemporary way," said Chuck Thomson, Saturn's executive director for marketing. "As evidenced by our No. 1 J.D. Power Sales Satisfaction Index and Customer Satisfaction Index rankings, we remain committed to providing uncommon shopping and ownership experiences. This ad is a creative expression of that commitment."
By showcasing all of its vehicles, the commercial also emphasizes that Saturn has gone beyond being a small-car company and now offers a family of vehicles that fill the needs of diverse customers, Thomson said.
Jamie Barrett, creative director at Saturn agency Goodby, Silverstein & Partners, San Francisco, said that "People Shopping" builds on recent Saturn advertising efforts aimed at getting potential customers to re-evaluate what they think of the brand. An earlier brand anthem spot, "Sheet Metal," featured scenes of people doing driving-type actions, but without vehicles, to emphasize that Saturn designs its vehicles around its understanding of how people live and drive.
Saturn also is in the midst of launching its new line of ION small cars with a provocative campaign in which the ION helps customers navigate the transitions common to young adulthood, such as leaving behind high school proms and college frat parties.
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