General Motors brings its support for Concept:Cure, its 3-year-old breast cancer fundraising initiative, to TV for the first time.
Five 15-second TV spots created by Harris Marketing Group in Ann Arbor, Mich., begin airing today.
Each ad features a different fashion designer with a one-of-a-kind customized GM car he or she created, said Kristen Streit, a Harris account executive. The spots were directed by fashion photographer Matthew Rolston, who also shot accompanying print executions.
The spots will stand alone and air in conjunction with the national advertising for each GM vehicle through March. They feature designers Nicholas Graham of Joe Boxer, Dana Buchman and Karen Harman, Max Azria, Joseph Abboud and Vivienne Tam.
GM created Concept:Cure, which has raised more than $2.6 million for cancer charities, along with the Council of Fashion Designers of America.
A six-page, full color print insert debuts in the Feb. 1 issue of People.
It will also run in Vogue, Harper's, In Style, Elle, GQ and Mamm--a magazine for women with breast cancer--through September.