DETROIT -- A corporate campaign connected with General Motors "1-2-3" retail incentive program breaks today.
One 30-second spot from McCann-Erickson in Troy, Mich., touts GM's offer of $1,000, $2,000 or $3,000 cash back or special financing rates on 2002 Buick, Cadillac, Chevrolet, Oldsmobile, and Pontiac-GMC cars and trucks purchased by July 1. Saturn, Saab, HUMMER and all 2003 models are excluded from the offer. A second, less retail-oriented spot, plays up car reveiwers' praise and is intended as an overall branding effort.
The new commercials, which continue the "GM Overdrive" tagline, use images of the vehicles against a stark white background with a soundtrack of Wilson Pickett's "Land of a Thousand Dances."
Print follows on May 3 in national newspapers as well as local papers in the top 25 markets. Divisional and local dealer marketing group spots, using the same music and imagery as the corporate work, will follow in mid-May.