DETROIT (AdAge.com) -- Like a bat out of hell, Meat Loaf will pitch in to help General Motors Corp. launch its new you-can-drive-it-home-overnight car sales promotion.
Mr. Loaf's classic song, "Paradise by The Dash Board Light," plays in the background in new TV commercials that tell consumers they can now keep a car overnight for a test drive, according to a spokeswoman at Interpublic Group of Cos.' McCann-Erickson Worldwide.
Let me sleep on it
The mini rock opera of teenage sexual angst played out on a car seat features the memorable refrain "Let me sleep on it" that is comically resonant with the ad campaign's theme of spending a night with a new car before buying it.
The Troy, Mich., agency created a 60- and 30-second TV spot for the campaign, which kicks off on May 1 and runs through July 22.
Billings weren't disclosed, but the buy includes national broadcast and cable TV networks, national radio networks and regional newspapers.
Many traditional test drives offer "five left turns in a neighborhood then you have to decide right then and there whether to buy the car," said David Moore, executive vice president for creative at McCann. With the new test-drive program, "you get enough time to sleep on the decision," he said.
The executions show a GM vehicle parked in people's garages or in front of their houses while they are inside sleeping.