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Olds Adopts Burnett’s Alero Line; Cadillac Reassures DMB&B
DETROIT–General Motors’ Oldsmobile division, which has not used a tagline in several years, will adopt the “Start something” phrase developed last year by Leo Burnett for the Alero.
Michael Sands, Olds’ ad director, said that while the division has been striving to freshen its image for some time, the Alero campaign was the first one that “truly resonated” with its target. “It was like a light bulb went off in [consumers’ heads] that Oldsmobile had changed,” he said.
The tagline introduced the Alero last fall [Adweek, Aug.
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