Cancer Fundraising Effort Gets First TV Exposure
DETROIT–General Motors for the first time is taking Concept:Cure, its 3-year-old breast cancer fundraising initiative, to TV. Five 15-second spots created by Harris Marketing Group in Ann Arbor, Mich., begin airing today.
Each spot features a different fashion designer talking about the one-of-a-kind customized GM car he or she designed for the program. The spots were directed by fashion photographer and director Matthew Rolston, said Kristen Streit, Harris account executive.
Harris has handled projects for GM since 1992, and was last year named the automaker’s agency of record for marketing to women. Its past work for GM primarily has been development of event-marketing and sponsorship programs, many of which have been tied to the fashion industry.
The spots will air as both stand-alones and as add-ons to the national brand advertising for each vehicle. GM Mediaworks in Warren, Mich., handles the automaker’s national media buying. The campaign will air on CNN, Lifetime, HGTV, E! and Style networks through March. One spot will air during the Grammy Awards on CBS and during the ESPY awards on ESPN in February, Streit said. Spending was not disclosed.
TV executions feature Joe Boxer designer Nicholas Graham and his Chevy Venture taxicab; Dana Buchman and Karen Harman and a zebra-striped Pontiac Grand Am; BCBG Max Azria’s brushed nickel Chevy Cavalier convertible; Joseph Abboud and a rugged but romantic GMC Sierra; and Vivienne Tam and the “ultimate healing” Olds Alero.
A six-page, full-color print insert debuts in the Feb. 1 issue of People. It will also run in Vogue, Harper’s, In Style, Elle, GQ and Mamm (a magazine devoted to women with breast cancer) through September. Print ads feature information on breast cancer organizations.
In addition to directing the TV spots, Rolston did photography for the insert, which features models Nadja Auermann, Ling and Jolijn, who donated their time.
GM created Concept:Cure, which has raised more than $2.6 million for several cancer charities, as a way to better communicate with women by demonstrating its commitment to the issues that are important to them. Its partner in the program is the Council of Fashion Designers of America.
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