The campaign began May 21 and was announced it would run through June. In the 60-second spot from E. Morris Communications, Chicago, uses the song "They Got Your Back," sung by actor Billy Dee Williams, to stress that GM is still backing Oldsmobile with a five-year, 60,000 mile warranty.
GM announced in December that it would eliminate the money-losing Oldsmobile brand within a few years.
"Some of our consumers are concerned about their warranties and future service needs," said Schryse Crawford-Williams, diversity brand manager at Oldsmobile.
She said Oldsmobile has increased sales to African Americans from 1.6% of its total yearly unit sales to roughly 5% since the brand started this initiative about two years ago. -- Jean Halliday
Copyright May 2001, Crain Communications Inc.