Consumers Cruise Delphi's 'High Tech Highway' With Two New TV Spots Debuting Jan. 29

19 January 2000
Consumers Cruise Delphi's 'High Tech Highway' With Two New TV Spots Debuting Jan. 29
    TROY, Mich., Jan. 18 -- Delphi Automotive Systems
continues to bring the future of automotive technology into the
vehicles and lives of today's consumers as demonstrated in two new television
spots debuting Jan. 29 during the Delphi Indy 200 broadcast near Orlando, Fla.
    Titled "High Tech Highway" (30-second and 60-second versions) and "Smart
Thinking" (two 30-second variations), the two new television spots created by
McCann-Erickson Detroit feature everyday people discovering Delphi's
futuristic technology.  The spots maintain the campaign tagline that debuted
last spring, "Driving Tomorrow's Technology."
    "The automotive industry has been aware of Delphi's innovations and
technological expertise for decades," said Bill Lafontaine, director of
marketing, Delphi Automotive Systems.  "Because Delphi is now a public
company, it's important that a broader audience understands that we create
products which help improve their everyday lives.  Our new television spots
are intended to reach out to this audience and show them how Delphi's
technology helps improve safety, convenience and communication."
    The individuals featured in the spots display a sense of wonderment and
appreciation when they learn that Delphi is a company that creates, innovates
and produces tomorrow's technology.  The technological advancements are
juxtaposed against the ordinary surroundings and circumstances in which the
individuals find themselves.
    "High Tech Highway" features a large Delphi truck, which pulls into a
desolate weigh station and surprises the lonely attendant who exclaims, "Holy
Moley! What's in that truck?"  When the attendant opens the truck, he's
awestruck by what he sees inside -- a massive, technological spectacle: the
world of Delphi.  Shafts of light illuminate holograms of technology.  The
spot closes with the exhausted and amazed attendant letting the trucker go by
comically saying, "Well, everything seems to be in order ... have a nice day."
    "We wanted to communicate the benefits and value of Delphi's high-tech
products in a way that makes sense to a broad audience, yet demonstrates that
Delphi has its finger on the pulse of the future's automotive innovations,"
said Kevin Moehlenkamp, executive vice president, executive creative director,
McCann-Erickson Detroit.  "Even those with a limited knowledge of their
vehicle's capabilities can view these spots and understand how Delphi can help
improve their driving experience with leading edge technologies."
    Both of the two 30-second "Smart Thinking" spots feature different Delphi
technologies while portraying a happy couple pulling into their garage after a
night "on the town" celebrating their anniversary.  After the couple
affectionately wishes each other "Happy Anniversary," the voice over says,
"You may know Delphi Automotive Systems is in your car ... but how would you
like a glimpse of what we're developing for tomorrow?"  Magically, two Delphi
technology experts appear in the couple's garage and begin showing them a
glimpse of what Delphi's developing for their vehicle, including Internet
access, collision warning systems, advanced safety systems and advanced
vehicle dynamics.  As the spot closes, the scientists have disappeared and the
husband is left alone in the garage trying to play with the scientists'
"clicker" to bring the "World of Delphi" back as the wife asks, "Honey, are
you going to be out here all night?"
    Both "High Tech Highway" and "Smart Thinking" were filmed just outside
Hollywood and use some of the latest filming techniques to underscore that
technology is the key focus of these spots.
    The spots will begin airing nationally Jan. 29 during the broadcast of the
Delphi Indy 200 at Walt Disney World Speedway near Orlando being broadcast on
ABC.  They will also air locally in Detroit during the Jan. 30 Super Bowl
telecast.  Delphi's first two television spots created for this campaign last
spring will continue to run with the new spots.
    Delphi Automotive Systems, with headquarters in Troy, Mich., USA, is a
world leader in automotive component and systems technology.  Delphi's three
business sectors -- Dynamics & Propulsion; Safety, Thermal & Electrical
Architecture; and Electronics & Mobile Communications -- provide comprehensive
product solutions to complex customer needs.  Delphi has approximately 201,000
employees and operates 168 wholly owned manufacturing sites, 38 joint
ventures, 51 customer centers and sales offices, and 27 technical centers in
37 countries.  Regional headquarters are located in Paris, Tokyo and Sao
Paulo.  Delphi can be found on the Internet at http://www.delphiauto.com
    McCann-Erickson Detroit, headquartered in Troy, Mich., is a division of
McCann-Erickson Worldwide, the world's largest multi-national advertising
agency system, with billings of $10 billion and operations in 175 countries.