With a peek into a car dealer's family photo album, Saturn and Hal Riney & Partners/San Francisco put a soft-sell spin on a mostly hard-sell busine" />


With a peek into a car dealer's family photo album, Saturn and Hal Riney & Partners/San Francisco put a soft-sell spin on a mostly hard-sell busine" /> Saturn: DEEP IN THE HEART OF TEXANS <br clear="none"/><br clear="none"/><br clear="none"/><br clear="none"/>With a peek into a car dealer's family photo album, Saturn and Hal Riney & Partners/San Francisco put a soft-sell spin on a mostly hard-sell busine | Adweek Saturn: DEEP IN THE HEART OF TEXANS <br clear="none"/><br clear="none"/><br clear="none"/><br clear="none"/>With a peek into a car dealer's family photo album, Saturn and Hal Riney & Partners/San Francisco put a soft-sell spin on a mostly hard-sell busine | Adweek
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Saturn: DEEP IN THE HEART OF TEXANS



With a peek into a car dealer's family photo album, Saturn and Hal Riney & Partners/San Francisco put a soft-sell spin on a mostly hard-sell busine

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'We wanted to convince the viewer a Saturn dealer was a nice person and someone you could trust,' says Riney art director and creative director James Dalthorp.
McDavid, a second-generation dealer who pushed Pontiacs, Fords and GMC Trucks before selling Saturns, is no newcomer to advertising. Native Texan Dalthorp recalls 'hearing the McDavid jingle on the radio while growing up' and seeing him on local TV. The folksy spot was written by co-creative director Steve Baer and directed by Steve Horn.
Copyright Adweek L.P. (1993)