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

Challenge: Vauxhall had a bold ambition - to reposition the brand to appeal to a more premium customer segment, starting with the launch of the Astra GTC.

The challenge was to shift perception without alienating its existing audience - while driving strong interest in the new Astra.

Solution: Following the success of the Lifetime Warranty campaign (400% increase in sales), I developed a narrative approach to evolve the brand without losing what made that ad so powerful – Vauxhall’s heritage and the trust customers felt.

By connecting the car to their broader story of progress and achievement, I created a bridge between credibility, trust and desirability.

This was delivered through a national TV campaign designed to elevate perception and drive impact at scale.

Impact:

• Recognised by Kantar / TNS Global as the most effective automotive ad of the year: "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!"

• Supported Vauxhall’s move toward more premium positioning

• Established a repeatable narrative platform used across further products

Role: Strategic narrative lead, writer, director

Agency: McCann London/Deeper Blue