New Saturn campaign blends "Like always. Like never before." to introduce new product lineup

New Saturn campaign blends  
Filed under:
News, General Motors
on 05/16/2006

Source: General Motors GM

This week, Saturn is launching a new national television advertising campaign as the brand begins an aggressive expansion of its car and truck portfolio.

The spots - which balance Saturn's heritage of outstanding customer service and spirit of innovation with exciting new product designs - feature the brand's new tag line, "Like always. Like never before."

"Since Saturn debuted in 1990, we have built a strong reputation for our great customer care, innovation, safety and environmental awareness," said Dave Smidebush, director of marketing and advertising for Saturn. "With five new products this year, we are rapidly building onto that identity with a new level of style and performance to our lineup like never before in our history."

This year, Saturn will double the number of entries in its portfolio, beginning with the Sky roadster that is now arriving at retailers. Later this summer, the brand will add the all-new Aura midsize sports sedan, a hybrid version of the Vue compact sport utility and the 260-horsepower, turbocharged Sky Red Line. The eight-passenger Outlook crossover utility enters the market toward the end of the year.

The new television campaign debuts on May 15, on FOX's 24, the CBS season finale of The King of Queens and across numerous other networks. The spots introduce the "Like always. Like never before" theme through a series of vignettes that juxtapose Saturn's storied reputation with footage of the division's dynamic new vehicles. The first spots of the campaign highlight the Sky, Aura and Vue Green Line hybrid.

These TV spots are debuting in conjunction with a comprehensive print campaign, including an eight-page insert featured in June issues of automotive and lifestyle magazines such as Motor Trend, Road & Track, Dwell, Elle and Men's Health.

"These ads leverage our strong brand equity with current customers, while attracting people who have not previously considered a Saturn vehicle," said Smidebush.

The ads were created by Saturn's agency, Goodby, Silverstein and Partners, based in San Francisco.

Saturn is a division of the General Motors Corporation.

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