Vauxhall Motors - Launching the new Astra GTC with "The best automotive ad of the Year"

Challenge

Having previously collaborated on the highly successful Vauxhall Lifetime Warranty advertising campaign (I both wrote and directed the TV ad - which Vauxhall Marketing Director Peter Hope described as his favourite ever for the marque) they brought me on board for the launch of the new Astra GTC.

It was the first phase of a journey they were going on to appeal to a more premium demographic. So the challenge was clear - how do you create a campaign that feels unmistakably Vauxhall while helping the brand to appeal to a new customer segment? And, ultimately, get a lot of people into the dealerships.

Solution

My Lifetime Warranty campaign had focused Vauxhall’s proud heritage, and that spot increased sales by 400%. So we decided to springboard from that – with the Astra GTC appearing as the very latest evolution in Vauxhall’s history of achievement.

With stunning graphics that showcased the vehicle in a more premium way than was usual for the brand, and an epic music track (Pushing the Senses by Feeder), we achieved a tone that was exciting and aspirational while remaining accessible.

And with some serious Prime Time slots on UK national television, the campaign really landed.

Impact

Independent research body Kantar / TNS Global recognised the film for its effectiveness and impact - "Thanks to a smart storyline of Vauxhall’s heritage and success nourished by a feel good song and the launch of the new GTC, the ad is the best of the year!"

Beyond awards, the film reinforced Vauxhall’s creative credibility at a crucial point in its brand journey - proving that the right strategic storytelling could shift perception, not just awareness.

(Agency: McCann London/Deeper Blue)