ACDelco Revs Tagline in CEA Ads

New Campaign Aimed at Mechanics, Consumers of Both Genders
DETROIT–General Motors’ ACDelco division has launched a brand-building campaign that employs a tagline first used on a test basis in advertising last year.
The tag, “If you’re not asking for it, you’re asking for it,” appears in four new 30-second TV spots, three radio ads and print work. Two of the TV commercials, “In Car Cerated” and “Walk This Way,” are currently airing; the other two are in testing and expected to break before the end of the year.
ACDelco spent about $20 million on measured media advertising in 1998, according to Competitive Media Reporting.
This latest effort takes into consideration what the company thinks is a shift in consumer attitudes toward vehicular repair, said Deb Karnowsky, executive creative director at Campbell-Ewald Advertising, Warren, Mich., ACDelco’s agency.
Research is showing consumers are moving away from making their own car repairs, Karnowsky said. “Increasingly, women and men both are giving up on ‘do-it-yourself’ in favor of ‘do-it-for-me,'” she said.
Women are as much a target as men for the advertising, since studies have shown the genders are equally likely to be making vehicle repair decisions, said Mark Benner, a CEA representative. The time when all advertising was geared toward men –since women generally brought along a male partner to deal with workers at the auto shop–are gone, he said.
CEA’s spots for ACDelco are geared toward two distinct audiences, and each of the two spots currently airing includes components to address both.
The first half of each spot is designed to increase brand recall among consumers. In both ads, a person is shown whose car has broken down because they didn’t choose ACDelco.
After a fade-to-black, both spots resume with sections aimed at the service technicians who are in the position of recommending one part brand over another to consumers. The last 15 seconds of each spot features an endorsement for ACDelco from an auto technician or counterperson. The goal is to portray the technician both as a user and a proponent of ACDelco parts, said John Zamzow, ACDelco advertising manager.