RUESSELSHEIM - General Motors Europe will launch the new Astra with a pan-European television ad. The $2.4 million, 60-second ad featuring reflections in the car's paintwork will be shown in all markets except Germany.
GM Europe invited 12 agencies from Europe and Southeast Asia to make presentations. The ad created by London agency Rainey Kelly Campbell Rolfe won in all markets except Germany, said Paul Confrey, Astra brand manager at Vauxhall.
'This was the first time we went out to tender for a TV campaign,' said Confrey, 'and the first time that GM Europe has gone for a virtually pan-European approach.'
The soundtrack to the pan-European ad is an orchestral version of 'Bittersweet Symphony,' written by Rolling Stones manager Andrew Gold.
'It is cool and trendy for a young audience but classically orchestrated to appeal to older customers,' said Confrey, 'so it will span all generations.'
German audiences will see a Saatchi & Saatchi ad which is 'entirely different and not suitable for other markets,' said Confrey. The ad features a pumping heart image.
GM Europe would not disclose the size of the Astra's pan-European advertising budget. But Vauxhall will spend up to $24 million on TV screen time around the Astra's launch in the UK, scheduled for 27 March, and a further $3.2 million on roadside posters.