General Motors Corp.-Saturn Corp.: "Service" (Hal Riney & Partners; Dektor Higgins; :60). "Feel-good" spot for GM's newest nameplate. This shows quick-cut scenes from a combination barbecue/new-owner orientation given by Russ Penick, service manager at the Shreveport, La., Saturn dealership (who actually hosts these sessions once a month).
Scenes alternate between car-care lessons and humorous picnicking. Endframe displays Saturn mantra: "A different kind of company. A different kind of car."
Mercedes-Benz:"Airbag" (D'Arcy Masius Benton & Bowles S.A.; Vision Corp.; :45). Riveting drama from South Africa. A man walks on the roof of a modern skyscraper, and then, with the camera looking over his shoulder, he tumbles off the building while voice-over intones:
"When a car doing 100 kilometers per hour hits a rigid obstacle, the unbelted driver is thrown forward with the same impact as if he'd fallen 16 stories ...." Then, as the man falls and lands safely on a giant mattress-like inflatable, the message continues: "... unless there's a cushion to catch him."
Spot closes with an endframe touting Mercedes' airbags. American stuntman Bobby Brown jumped off a Johannesburg building-twice-in the filming of the spot, and was unhurt both times. (As of April, agency is known as Sonnenberg Murphy Leo Burnett.)