BBDO North

BBDO North America

The strategy will skew male with a humorous campaign to re-invigorate Eclipse that is also emotional with a pop-culture element, which may or may not involve a celebrity—in other words, a classic BBDO effort. The Omnicom Group shop’s team includes creatives from throughout its U.S. network except, ironically, for Detroit (Chrysler, whose parent still owns more than 15 percent of Mitsubishi, is a BBDO client). It includes Chris Hall, president of BBDO Atlanta. North American chief David Lubars, who earned acclaim for BMW Films while running Fallon, is also involved.

Publicis & Hal Riney San Francisco

This is Riney’s fourth attempt to get back into the category since losing Saturn in 2002; the Publicis Groupe shop pursued but failed to prevail in reviews for Kia, BMW and a Toyota viral marketing project. Riney, unlike its rivals, brought in full campaigns to some early sessions. The pitch will not include a celebrity but will boast a star—new Riney CEO Karen Francis, a 20-year car industry veteran with General Motors and Ford. The team also includes recently promoted co-ecd’s Jon Soto and Jae Goodman.

Publicis in Seattle

The second Publicis Groupe contender in the review will present an Eclipse strategy built around the role and culture of car brand enthusiasts, a grab-life kind of young buyer. The smallest player in the review field will also play up its size and hungriness (Publicis in Seattle reminded one review committee member of Deutsch in its earlier, grittier years.) Key team members include Chiat expatriates Dave Weaver, svp/planning director, and Todd Grant, svp/cd. Office chairman and CEO Randy Browning also has car experience on Saturn while at Riney.

TM Advertising Irving, Texas

The Interpublic shop will build its case on 11 years of experience it earned in the category via the recently departed Subaru business. It will tout its ability to turn that Japanese brand around with a celebrity spokesman (Paul Hogan) and making one model (the Outback) a “star” that represented the whole line—something TM will suggest for Eclipse. The team is led by president David Lyons, CMO Tom Hansen and former Subaru brand manager Tony Balmer. CCO Jim Ferguson is also part of the effort.