Goodby, Silverstein & Partners' first work on its recently secured Saturn account will promote a spring sales event. But it will still introduce a new tagline.
Three TV commercials for that effort are due out in a week or two, sources said.
The speedy transition of the account from Saturn's former home, Publicis & Hal Riney, to Goodby changed the automaker's plans and hastened the timetable for Goody to break its first work on the account.
Details have not been finalized and the shop is still awaiting the client's approal, but Goodby's working tagline for the car maker is, "It's different in a Saturn," a line pre sented dur ing the pitch for the $300 million account.
Sources said early indications are that the spots will stick with the approach crafted by Riney during its tenure in that they will tout the automaker's core values of honesty and integrity.
Goodby's twist on that longstanding heritage is that the point will be made humorously.
The commercials, shot in New Jersey, feature a dealer talking with a potential customer. He reveals more and more about himself—until things get a little too per sonal.
The scene then segues into an announcement of Saturn's "Maybe a Little Too Honest and Straightforward Spring Sales Event," sources said.
Executives at the agency and client could not be reached for comment about the upcoming work or the proposed tagline.
Goodby won the Saturn account in February. Riney had handled the business for more than a decade, creating advertising under the tagline, "A different kind of com pany. A different kind of car."
Goodby was first awarded the Ion launch as a stand-alone assignment, but was subsequently given the entire business.
At Goodby, creative director Jamie Barrett heads up Saturn work along with agency principals Jeff Goodby and Rich Silverstein.
In his new role, the former Fallon executive is supervising four or five creative teams.