Two 60-second spots that broke Sept. 9 introducing the Aurora luxury sedan use a musical passage from Aaron Copland's "Appalachian Spring," based on a Shaker folk tune.
In the next several years, the music will be attached to new products that fit the contemporary image Olds is developing, starting with Aurora, said Knox Ramsey, general marketing manager for the General Motors Corp. division.
Tying music to a brand is a strategy Olds agency Leo Burnett USA, Chicago, took for another client, United Airlines, which uses George Gershwin's "Rhapsody in Blue" as its signature.
"So much of a brand's personality comes down to intangible things," said Greg Taubeneck, Burnett exec VP-group creative director.
Through yearend, Oldsmobile will use about $25 million of its $150 million annual budget to introduce the Aurora, including magazines, newspaper, outdoor and direct marketing.