Magazine article Marketing

ADWATCH: Vauxhall's Latest Vectra Model Faces Trial by Television - Vauxhall Casts a Hollywood Actor as the Hotshot Lawyer Who Can Prove the Brand's Claims. Jules Grant Reports

Magazine article Marketing

ADWATCH: Vauxhall's Latest Vectra Model Faces Trial by Television - Vauxhall Casts a Hollywood Actor as the Hotshot Lawyer Who Can Prove the Brand's Claims. Jules Grant Reports

Article excerpt

An execution for the new Vauxhall Vectra featuring Hollywood actor Ed Harris, has risen to number six from 11 in this week's Adwatch table.

Recalled by 62% of consumers, the ad is part of a pounds 14m strategy to establish the Vectra in an increasingly competitive company car market.

Ed Harris, best known for his roles in films such as Apollo 13 and A Beautiful Mind, plays a lawyer aiming to prove that the new Vectra has changed the rules in its category. Lowe created the three-part campaign that features the spots: 'Evidence', 'The trial' and 'The verdict'.

Consumers in this week's Adwatch recalled the second execution, 'The trial', where the case comes to court and hotshot lawyer Harris tries to convince the jury of the car's credentials, claiming that the model has been reborn. The witnesses are cross-examined in the ad, highlighting product attributes. The strapline is 'New Vectra, new rules'.

'The verdict' broke on July 22, taking over the entire break of Channel 4 news at 7pm. It features the lawyer and his assistant walking down the courtroom steps to their Vectra. …

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