SATURN
We won the $250MM Saturn business after going head-to-head against Goodby Silverstein & Partners on the Saturn Aura 2007 North American Car of the Year assignment. The winning spot, "Share", first aired on the 2007 Academy Awards and was recognized in Adweek's Best Spots. The concept of sharing the award with the customers who bought an Aura before it was awarded Car of the Year was quickly admired by Saturn owners and the press alike, who called it a Saturn brand "comeback" in several publications including Brandweek, Advertising Age, and The New York Times to name a few. The concept reestablished the customer friendly image Saturn was born with.
To add to the authenticity of the idea, there were no actors used in the spot. Actual Saturn owners were used as talent. The concept was also supported by a website that shared testimonials of Saturn Aura owners from all over the country that had something to say about their new cars and the award that showed up on their doorstep.
SHARE | DIRECTOR: JAKE SCOTT
SATURN AURA | COTY WEBSITE
PRESS | NEW YORK TIMES