As we all know, brands are living things. They can get sick, they can get tired, or they can thrive and become energetic. The getting better/mending (and potential positive turnabout) is off to a good start with this relatively recent branding ad for Saturn automobiles. In fact, I really dig this ad!
Saturn was one of the only GM brands that had darling status in the industry when it was introduced some 22 years ago. But in the last decade, Saturn has endured a steady erosion of brand equity and sales of its automobiles. Part of the decline was due to unimaginative automobiles given to it by GM — but, getting away from its original branding has also played a role.
This “Rethink American” ad and platform re-make of the Saturn brand has me optimistic about the division’s future. The ad is thought-provoking in a more global consequential way, as well as informative about the Saturn line-up. It sizes up that things change — how we once viewed things, now mean something else. And, with Saturn’s 5 new models, commitment to affordable hybrids, and a 100,000 mile (5 year powertrain) warranty, it may be worth giving this brand another look.
As the ad’s uplifting rock music articulates in the end, I may be ready to “come around”. Good idea, good execution, and good luck turning the corner resurrecting the Saturn brand.
Technorati Tags: GM, Saturn, Brands, Rethink American, Beyond Madison Avenue