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LOS ANGELES General Motors’ Saturn invites consumers to “Rethink American” in work from Deutsch/LA that broke yesterday during prime-time programming.
Deutsch’s new anthem spot for Saturn, in both 30- and 60-second executions, mixes bold imagery, a driving rock beat and handsome product shots—all set against time-lapsed blue skies.
The spot contrasts easy stereotypes (bling-encrusted knuckles, heroin-chic goth girls, billowing smokestacks and body-building mesomorphs) with cultural flashpoints (a hand with a wedding band, a mother and infant, a solar-power grid and a triumphant Lance Armstrong).
There
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