New Astra proclaims ’right to quality’ via Rainey Kelly work

Rainey Kelly Campbell Roalfe relaunches General Motors’ Astra model across Europe this week, five months after it won the pounds 30 million task from GM’s Interpublic-owned roster agencies, Lowe Howard-Spink and McCann-Erickson.

Rainey Kelly Campbell Roalfe relaunches General Motors’ Astra model

across Europe this week, five months after it won the pounds 30 million

task from GM’s Interpublic-owned roster agencies, Lowe Howard-Spink and

McCann-Erickson.



The new work carries the line: ’Quality is a right not a privilege.’ It

aims to present the Astra as a superior car that is within the reach of

all drivers - a mid-market model with upmarket product features.



An epic commercial, filmed in Spain, opens with shots of a helicopter’s

rotating blades reflected in the shiny bonnet of a car. The camera

recedes to reveal a fleet of helicopters flying across a dramatic

skyline carrying cars suspended from their skis.



As the string intro to the Verve’s hit, Bittersweet Symphony, builds up,

a female voiceover declares: ’At Vauxhall, we believe there’s no point

in building a car if it’s out of people’s reach. We believe the

challenge is to build a car with the safety ... the comfort ... the

qualities you’d expect of a luxury car but within people’s reach.’



Crowds gather on the ground, looking up at the cars. Reflections appear

in a new Astra - of a baby, a middle-aged woman, a young couple - until

hundreds of potential Astra customers are revealed standing on the

hillside.



As the soundtrack reaches a crescendo, the ad cuts to a shot of the car

emerging from a tunnel and speeding off through the countryside.



The commercial was written by Robert Campbell and Mark Roalfe, the

agency’s creative partners, and directed by Gerard de Thame through

Gerard de Thame Films. It will be shown throughout Europe, backed by a

press campaign on the same theme. Further executions, focusing on the

specific benefits of the new car, will roll out over the next few

months.



Media buying is by Western International Media, which has negotiated the

first wraparound on a Premier League football programme - at Liverpool

FC.



Special builds are being erected at Heathrow Airport, Vauxhall Cross and

the Cromwell Road. Vauxhall’s UK headquarters have also been decked out

with helicopters and cars to support the launch.



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