BUSINESS CHALLENGE

‘Different Kind Of Company. Different Kind Of Car’. With a positioning like that your advertising better not be the same old hyperbole and shinny sheet metal at sunset imagery.

The challenge was to create an ad campaign that was consistent with the Saturn brand while servicing the needs of regional car dealers.

THE IDEA

The resulting print and TV campaign featured ‘real’ Saturn owners telling stories about their cars in their own words.  Basically ‘reality advertising’. 

I wanted the spots to be stories not testimonials.  I needed two things, a good story and a good storyteller. So I devised a process to sift through the hundreds of responses we received from dealers across the country.

1)collect the stories (hundreds)

2)chose the most promising ones

3)conducted phone interviews to verify story

4)go to their homes and interviewed them

5)chose the best based on story and personality

6)script the spot

7)shoot spot in one day

I created this award winning campaign while at Hal Riney & Partners.

FORMAT

•TV commercials

•Print

•Outdoor

•Radio

AWARDS

New York Film And Television, Communication Arts, San Francisco Show, One Show