Magazine article Marketing

Vauxhall's Professor Reveals the Ease of Online Buying

Magazine article Marketing

Vauxhall's Professor Reveals the Ease of Online Buying

Article excerpt

Vauxhall's new dot.com ad moves away from specifics to focus on the brand as a whole.

Vauxhall's latest ad has entered the Adwatch league at number six, with 70% recall. Created by Lowe Lintas, it promotes Vauxhall's online purchase service.

The ad stars Griff Rhys-Jones as the mad professor character seen in previous Vauxhall commercials. Set in his study, we watch as he and his bespectacled son, Jeremy, discover how to buy a range of cars from Vauxhall on the internet. Rhys-Jones prompts Jeremy to log on to the web site, and select the range and colour of car. Jones enters his credit card details and presses the return key, unwittingly completing the purchase. An amused Jeremy shouts out, "Mum! Dad's just bought a car!" as Rhys-Jones puts a hand over the child's mouth, trying to silence him.

In a reminder ad, the professor is seen on his front lawn, explaining that all Vauxhall cars bought on the internet carry a dot.com badge. "It's easy. Too easy," he says, as a transporter loaded with cars arrives outside his house.

James Page, board account director at Lowe Lintas, says: "The ads represent a major shift in Vauxhall's advertising strategy. …

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