Mullen Sells GM’s ‘Right Way’

Mullen suggests Gen eral Motors’ certification program is the “right way” to purchase a used car in a new campaign breaking this week.

Introducing the tag, “The right way. The right car,” the campaign uses print and radio ads to convey the perks of a used car through the program—in cluding a three-day trial period, limited bumper-to-bumper warranty, roadside assistance and a 100-plus point inspection.

Print work features headlines fashioned as automotive nameplate type faces on the vehicles’ trunk lids and tailgates. One reads, “The 3-day/150-mile guarantee. Just to make sure it gets along with your other car.”

The print ads are running in USA Today and daily newspapers in 10 target markets.

Sixty-second ra dio spots suggest there are right ways and wrong ways to approach things. One commercial depicts divers using two dif ferent shark cages: one con structed of top-of-the-line graphite with double-reinforced bars and another that will be fine “just as long as you get someone to hold the door shut.”

Financial details were not disclosed, although spending is expected to exceed the $1-2 million annual range estimated by CMR in recent years.