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Goodby Debuts New Saturn Campaign, Tagline

Published on .



The beauty of dent-resistant doors.
A year and a half after introducing the tagline "It's different in a Saturn," Goodby, Silverstein & Partners is debuting a new campaign and a new tagline for the struggling automaker. Built around the line "People First," three new spots -- from three different directors -- focus on the retail experience, customer care and durability.

In a commercial directed by Biscuit Filmwork's Noam Murro, Saturn's sales philosophy of "treating others the way you'd want to be treated" is cleverly illustrated with scenes in which salesman and customer are played by the same person. MJZ's Craig Gillespie, meanwhile, contributes a commercial in which a Saturn-driver is mysteriously tailed by a convoy of emergency vehicles -- a metaphor for OnStar's in-car safety features. In perhaps the best spot, directed by Anonymous Content's Mark Romanek, Saturn's dent-resistant doors are showcased in a "Freestyle"-style ballet of wayward objects.

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