Vauxhall backs new Astra model with ad campaign by DLKW

Delaney Lund Knox Warren & Partners has created a campaign to launch the latest Vauxhall Astra.

The campaign, which is the first work DLKW has created since it won the £12 million account last September, introduces a "go" theme and is designed to appeal to an energetic and spirited thirtysomething market.

A 40-second TV ad launches on 1 May and will run across terrestrial and satellite channels. It will be supported by two 20-second spots, which will focus on new features of the car such as its swivelling headlights, as well as national outdoor, press and online campaigns. They break later in the month.

The TV spot features various people driving their cars, accompanied by appropriate "go" captions. A couple driving along an empty road are "Go heaven", while a girl picking up a takeaway at a drive-through is "Go fast" and a man stopping at a motel is "Go to bed".

The ad ends with the same man getting back into his car to "Go again".

The strapline reads: "New Astra. Go drive."

Andy Gilson, the marketing director at Vauxhall, said: "Vauxhall represents innovation, style and design along with drive and excitement, and the new Vauxhall Astra has been developed with these objectives in mind. The campaign really reinforces these attributes."

James Pool, a partner at DLKW, added: "Astra is the spiritual leader of the Vauxhall range and this ad will give it the personality it needs to play this role."

The ad was written by David Adamson and art directed by Richard Prentice.

Initiative is handling media planning and buying for the campaign.

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