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.
Saturn, a division
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.