General Motors begins OnStar campaign
By Adnews Staff
General Motors of Canada began a new advertising campaign over the weekend promoting the benefits of its OnStar driver assistance service. The two 60-second television commercials compare the special treatment received by celebrities with the treatment received by OnStar users. Six celebrities appear in the ads, including golfer Tiger Woods and NASCAR driver Jeff Gordon. The creative features vehicles from the Chevrolet, Buick, Pontiac, GMC, Saturn, Hummer, Saab and Cadillac product lines. The ads also illustrate various OnStar services, such as unlocking a door, diagnosing vehicle problems, stolen car tracking and navigation assistance. “We want to show the world what OnStar customers already know,” said Marc Comeau, vice-president of sales, service and marketing at GM Canada. “Having OnStar means getting service that goes above and beyond what people expect from their vehicle.” The campaign will run during sports events and prime time programs, as well as on specialty channels.