Saturn Changes Ad Slogan. Hopes For The Best

Posted by: David Kiley on April 11, 2006

sky.jpg

See that cool car above? That is the Saturn Sky, a GM cousin to the Pontiac Solstice. It’s darn pretty.

Saturn is the over-achieving son at GM. It was launched some fifteen years ago with a couple of cars that barely made me look away from Hyundai. Yet, the cars and the brand were meant to take on Toyota and Honda. It’s taken GM this long to give the brand some real and decent product, but it’s clearly on the way, starting with the Sky, which is arriving in dealerships about now.

To kick off a new model offensive, Saturn this May will ditch its “People First” ad slogan and start advertising “Like Always. Like Never Before.” I’ll reserve judgement until I see the ads, produced by Goodby, Silverstein & Partners. But I’m not crazy about the line.

I am against all this willy nilly slogan shifting. Too many ad execs, clients that is, look upon taglines as disposable. The great ones aren’t. I guess they never thought People First was a great one. I admit I saw some singles and doubles in that campaign, but no out of the park homers. And that’s what GM, and Saturn, need. Home-runs.

Reader Comments

sahil

August 9, 2007 11:03 AM

the image was very nice and cool

Nick

September 25, 2007 8:12 PM

That car is like 20 grand

Sarah

January 2, 2008 10:05 AM

That is an amazing car! I have never seen anything so beautiful, so well designed. I love it!

Pat

April 6, 2008 10:45 PM

I love it! & when I buy a new car later this year... this will be it. Just me and my purse's set!

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News, opinions, inflammatory meanderings and occasional ravings about the world of advertising, marketing and media. By marketing editor Burt Helm, Innovation Editor Helen Walters, and senior correspondent Michael Arndt.

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