Goodby, Silverstein Readies First Saturn Campaign

SAN FRANCISCO — Goodby, Silverstein & Partners will break a campaign for Saturn in the coming weeks touting a spring sales event for the automaker, sources said.

Sources said the working tagline — “It’s different in a Saturn” — will likely be unveiled in three spots breaking in one to two weeks. However, sources said the tagline has not been approved by the client and is subject to change.

The spots somewhat keep to the approach of former agency Publicis & Hal Riney, according to sources, as they tout the carmaker’s core values of honesty and integrity. The new ads were shot in New Jersey.

According to sources, the spots feature a dealer talking to a customer and revealing more and more about himself — until the revelations get a little too personal. The scene then segues into an announcement of Saturn’s “maybe a little too honest and straightforward spring sales event,” sources said.

Agency partner and creative director Jeff Goodby could not be immediately reached.

Goodby won the $300 million Saturn account in February. Riney had held the account for more than a decade and created the “a different kind of company, a different kind of car,” tagline. Goodby was first awarded the Ion account and the entire business soon after.