OnStar Drops Batman Theme

DETROIT – The Batman theme has been dropped in a new campaign from Campbell-Ewald for OnStar, according to a representative at the General Motors unit.

Batman, which has been used in the ads since 2000, “served its purpose” in establishing the brand and creating awareness, the OnStar representative said. The new campaign gives potential subscribers a better idea of what services are available.

TV spots from the Warren, Mich.-based agency break early next year and national radio began running earlier this month. Radio includes actual recordings of interactions between subscribers and OnStar advisers. Creative for TV is still being finalized. The campaign will also include magazine, newspaper, Internet and outdoor.

Troy, Mich.-based OnStar spent about $30 million in 2001, according to CMR. Spending on the new campaign was not disclosed.