Vauxhall is launching an innovative press campaign to promote its
executive model, the Omega, which suggests driving the car can alleviate
The ads are presented in the form of a page from an encyclopaedia and
illustrate the link between driving and stress levels. The first
execution features a scientific drawing of a head. The blurb
accompanying the diagram identifies how stress through driving can
contribute to health problems.
The ad uses the headline: ’Every year thousands of drivers suffer the
sort of breakdown the AA can’t fix.’ At the bottom is a small picture of
the Omega, accompanied by the words: ’A positive aid to relaxation.’
The campaign was written by Adrian Lim and art directed by Steve
Williams at Lowe Howard-Spink. The ads will run from 3 March in the
sports sections of the Daily Telegraph, Sunday Times and Mail on Sunday
as well as in the newly created Financial Times sports pages.
Liz Little, Lowes account director on Omega, said: ’This campaign breaks
new ground for car advertising.’