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A trip through time in an Ion is the anchor idea in the launch campaign for Saturn’s new small car, sources said. The work breaks in mid-January from Goodby, Silverstein & Partners, San Francisco.
Like the brand-anthem spot “Sheet Metal,” which broke in August for the General Motors unit, the Ion ads eschew typical auto visuals in favor of a wry take on the human element.
Jill Lajdziak, Saturn vp of sales, service and marketing, declined to discuss details, but said ads for the Ion, successor to Saturn’s S-Series, “will take the viewer to a visual place they’ve never been.”
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