- Rainey Kelly Campbell Roalfe launches General Motors' revamped Astra model across Europe this week, five months after it won the £30 million task from GM's Interpublic-owned roster agencies, Lowe Howard-Spink and McCann-Erickson.
The new work takes the high ground with the line: "Quality is a right not a privilege." It presents 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. It pulls back to reveal a whole fleet of helicopters in the sky, flying above the dramatic landscape carrying cars suspended beneath them.
As the string intro to the Verve's hit, Bittersweet Symphony, builds up in the background, 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 towards the impossible cars. Reflections appear in a new Astra -- of a baby, a middle-aged woman, a young couple -- building up until there are hundreds of potential Astra customers swarming the hillside.
As the soundtrack builds to a crescendo, we finally get a shot of the car as it emerges from a tunnel to speed 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 seen throughout Europe, backed by a press campaign on the same theme. Further executions, focusing on specific benefits of the new car, will roll out over the next few month.
Media buying is by Western International Media, which has negotiated the first ever wraparound on a Premier League football programme -- at Liverpool FC.
Special builds are also 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.