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