Magazine article Marketing

Vauxhall Roster Vies for Astra Relaunch Ad Brief

Magazine article Marketing

Vauxhall Roster Vies for Astra Relaunch Ad Brief

Article excerpt

General Motors (GM) is lining up its roster of agencies to pitch for the pan-European advertising business backing the forthcoming Astra model.

GM, which manufactures the Vauxhall marque in the UK, will receive ideas from DLKW, Lowe and McCann Erickson. The successful agency will create a multimillion-pound campaign for the relaunch of the Astra, which is expected in the latter half of 2009.

The relaunch is the 30-year-old model's biggest makeover in a decade The previous incarnation of the Astra was launched with an ad comparing a drive in the car with a theme-park ride. GM is hoping the new Astra will help move the Vauxhall brand upmarket.

In a similar vein, Vauxhall is to base the launch advertising for saloon model Insignia on US crime thrillers to push the claim the car is its most stylish and technically advanced.

The ads, which break on 5 January, were created by DLKW and shot to mimic techniques seen in hit TV shows such as Prison Break and the Bourne film trilogy.

They trace the adventures of a spy attempting to break into a building harbouring the so-called Insignia Project. He is hired by mysterious men to infiltrate the car plant by posing as a worker. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed


An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.