SATURN FLIRTS WITH NEW TAGLINE

Goodby's 'It's Different in a Saturn' Could Replace Longtime Theme

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SAN FRANCISCO (AdAge.com) -- Saturn Corp. is flirting with a different kind of tagline.

The line, "It's different in a Saturn," was used in Omnicom Group's Goodby, Silverstein & Partners' winning pitch for the $300 million account. It is meant to play off the brand's original tagline, "A different kind of company. A different kind of car."

While some Saturn ads from Goodby Silverstein are using existing footage already are on air, from Publicis Groupe's Publicis & Hal Riney, San Francisco, a new spate of humorous ads shot by Goodby start in the next few weeks. In one spot, for example, a dealer starts to reveal a little too much about himself.

Double entendre?
Saturn, a division

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of General Motors Corp., has not yet signed off on "It's different in a Saturn," with its possible, risque meaning, executives familiar with the situation said. Also not certain is if the line will last beyond the initial spring sale work.

Other launches are planned for Saturn in quick succession, including a redesigned L-Series mid-size sedan and its Ion small-car series, which will replace Saturn's mainstay S-Series, for later this fall.

Saturn, which had been at Hal Riney for the dozen years of its existence, earlier this year held a pitch for the Ion series. Goodby, however, was awarded not only the Ion launch, but the entire account.

Goodby executives declined comment.

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