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
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
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
Media buying is by Western International Media, which has negotiated the
first wraparound on a Premier League football programme - at Liverpool
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.