McCann Shows Cool, Smart Sides of Delphi

DETROIT Delphi Corp. will show how its automotive systems technology works in other industries in a new television campaign breaking this weekend from McCann-Erickson.

The first two spots from the Detroit agency, “Cool” and “Indy,” debut during this Sunday’s Indy Racing League telecast on ABC. “Cool” shows a sports car on an open road on a hot day, but the driver and engine are cool due to Delphi technology. A blast of cool air rockets through the car’s cooling system until it reaches the air chambers, which are depicted as a strange, new computerized world, showing how the technology also keeps computer systems from overheating.

“Indy” illustrates that the same technology used to communicate vital information to drivers of Indy racing cars can also be used to gather even more critical data in medical applications. Two more spots are currently in post-production, and show the way Delphi technology can be used in a child’s wheelchair and in homeland security systems.

“The more you know about Delphi, the more impressed you are by the knowledge and expertise that’s been gathered together into one company,” said Garry Neel, chief executive officer of McCann Detroit, in a statement. “We think this work is going to show people who think they know Delphi, a Delphi that’s even more impressive.”

The “Transformations” campaign will also run on targeted business programming, including Bloomberg News, CNN, MSNBC and other IRL race telecasts throughout the season. A “Transformations” radio spot will also air beginning in March. Spending on the effort was not disclosed.