GM’s Navigational System Gets Superhero Treatment in New Ads
CHICAGO–Campbell-Ewald Advertising uses Batman and his Batmobile in its first work for the OnStar navigational system since taking over as national agency on the $20 million General Motors account.
A 30-second TV spot breaks this Thursday during NBC’s ER. Two additional 30-second spots, print ads and an Internet campaign will follow.
OnStar is the mobile communications service installed in GM vehicles that combines Global Positioning System satellite technology and a cellular telephone with 24-hour OnStar Center services.
Pairing Batman and OnStar was deemed a good fit because Batman achieves much of his power through the innovative use of advanced technology, said Bill Ludwig, the Warren, Mich., agency’s vice chairman and chief creative officer. Batman was also available for use, as GM has a partnership with Warner Bros., DC Comics’ parent company.
Batman tested higher in recognition and likability than characters such as Indiana Jones and those portrayed by Arnold Schwarzenegger, Ludwig said.
Batman has rarely appeared in live action to support a product, adding to his credibility, he said.
While previous OnStar marketing efforts have focused on explaining the system and building brand recognition, “With this campaign, we transcend demonstrating its phenomenal technology and service to creating a ‘Wow!’ factor,” Ludwig said. Showing that even Batman could use help from OnStar lends credence to the notion that it “can truly save your life and get you out of almost any situation.”
CEA has been working on OnStar on a project basis for 18 months. The former Ammirati Puris Lintas, New York, was dismissed from the account last March. CEA’s tagline for OnStar, “Wherever you go, here we are,” replaced APL’s line, “OnStar. Always there to help.”
Media is handled by GM MediaWorks. K
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