The “Better Never Stops” tagline is in part inspired by the idea that vehicles can be updated similarly to smartphones, which frequently are updated to fix problems or enhance the user experience, said Silmo Bonomi, chief creative officer at Campbell Ewald, the creative agency that worked on the OnStar campaign.
“People are used to this on their cellphone, but that's what we're doing here with our cars,” Bonomi said, adding that the commercial includes both 30-second and 45-second clips. “Every single time that you get a notification, your car's going to get better. And you can make your car better on your own terms, in your own way.”
GM did not disclose the amount invested in the OnStar campaign. The ads will begin to air Monday on digital video, social media and search channels, Thornton said.
In addition to Campbell Ewald, GM partnered with production company Impossible Objects.