Advertising Meets Immersive Theater in OnStar Demo

GM's OnStar demos its move into the home—with fake family

If you're an automaker-turned-tech company, do you unveil your latest product with a press conference in midtown Manhattan? Nah, apparently that's passé.

You rent a swanky SoHo loft and hire a group of actors. (And throw in a batch of fresh-baked cookies to boot.)

For the launch of its new FamilyLink service this week, General Motor's OnStar staged an elaborate demo with the "Kensington family" at their fabulous five-story home on Wednesday.  But, of course, the Kensingtons were all performers, and their to-die-for downtown apartment (with an indoor pool, which, incidentally, is where Beyoncé shot her hit song "Halo") belongs to Marcus Nispel, director of The Texas Chainsaw Massacre remake.

 In something of a serendipitous twist, Nispel also directed the first OnStar ad in 1998.

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