Burnett Regains Olds Role

DETROIT-General Motors’ Oldsmobile division is preparing an extensive national TV campaign, breaking Feb. 23, to promote “Discover Days” at its dealerships.
National Olds agency Leo Burnett, Chicago, created the campaign, marking its return to handling national sales-event advertising for the automaker. Olds had asked regional dealer agencies to develop the last several sales-focused efforts because it wanted Burnett to concentrate on new vehicle launch campaigns.
Five 30-second spots highlight the event’s special offer of 1.9 percent financing, available through March 31, and invite customers to “discover cars and trucks you may not have thought about before.”
“We’re positioning Olds in an exciting new way,” said Tony Weisman, Oldsmobile account director and a vice president at Leo Burnett. “But it’s done in a tone that has the distinctive Oldsmobile voice: sophistication and respect for the viewer.”
The spots will air nationally during the Grammy Awards and the NCAA basketball playoffs, as well as during spot buys in key Oldsmobile markets, Weisman said.
A supplemental national newspaper campaign is also planned.
One of the five spots features the entire Oldsmobile lineup. The remaining four focus separately on the Bravada sport utility vehicle and Silhouette minivan; the Intrigue; the Cutlass and 88 sedans; and the Aurora.
Each spot opens thematically with a device used to magnify viewing-binoculars, a telescope, etc.-and invite customers to take another look at Oldsmobile. The Intrigue spot touts Car and Driver magazine’s choice of the sports sedan as the best in its category, besting the Toyota Camry and Ford Taurus. The Cutlass/88 and Aurora spots focus on accolades those cars received from the American Automobile Association and Consumer’s Digest magazine. The Bravada/Silhouette spot highlights those vehicles’ special features.