Saturn introduces ION with a quirky TV campaign

Reaching out to young car buyers, Saturn is launching the all-new ION with a provocative television advertising campaign in which the ION plays an integral role in helping navigate the transitions common to young adulthood.

"Childhood," the first commercial in the new campaign, debuted Jan. 9 on network prime-time programming, airing in both 30- and 60-second versions. It was to be followed by three other 30-second spots–"Prom Night," "College" and "Wedding,"–with all four commercials focusing on leaving and entering different life phases.

The 2003 ION sedan and quad coupe, the world’s first coupe with dual rear-access doors, were designed to give entry-level buyers the value and functionality they need in a car that’s also fun to drive and offers innovative features and technological sophistication.

"Our target market for the ION is young, confident and optimistic about the adventures on the road ahead," said Jill Lajdziak, vice president of Saturn sales, service and marketing. "The ION launch advertising demonstrates that Saturn understands how the right vehicle fits into their personal life journeys."

The new ION campaign also builds on recent Saturn advertising that puts a contemporary face on the brand, emphasizing how Saturn thoughtfully designs its vehicles with its customers in mind. Like the Saturn brand-anthem commercial "Sheet Metal," which broke last August, the new ION commercials go beyond traditional automotive beauty shots to convey that the car was inspired by the needs and the lives of customers.

"With the debut of the ION, Saturn has a lineup of terrific products that are relevant to a broader base of customers than ever before," Lajdziak said. "The ION advertising conveys a youthful, fun spirit to provoke a new generation of consumers into thinking and talking about Saturn."

In "Childhood," four friends in an ION sedan find themselves in a town filled with children playing on swings, slides and rocking horses. Leaving town and childhood behind, they come to a sign announcing "Old Age Ahead." They stop, and turn off on a different road instead, suggesting they will take their time and own path in getting to old age. The ION advertising ends with the line, "Introducing the Saturn ION. Specifically designed and engineered for whatever’s next."

The four friends in the "Childhood" spot also are featured in the other three commercials, driving through other towns that represent different phases of life. In "Prom Night," couples embrace under street lamps and dance beneath disco balls. "College" involves a drive through a town where the frat party never ends. In "Wedding," brides and grooms are everywhere - on the sidewalk, in parking garages and on rooftops.

"Childhood," Prom Night" and "Wedding" feature the ION sedan, which is already in the market. "College" will begin airing when the ION quad coupe debuts in showrooms in the spring.

Songs by up-and-coming artists are used within the spots and add to the character of the advertising. The music helps accentuate and support the contemporary image being projected visually.

"The advertising talks to young adults who are at an intersection– they are nostalgic about what they are leaving behind, but eager to make the move to full-fledged adulthood," said Jamie Barrett, creative director at Saturn agency Goodby, Silverstein & Partners, San Francisco. "They have highly emotional relationships with their cars, because so many important moments in their lives happen in and around their vehicles. The ION advertising shows that Saturn understands that a new car is also a blank canvas with which they will create new experiences."

Initial ION marketing has emphasized bringing the car to venues where young people gather. Promotional efforts included sponsorship of the Goo Goo Dolls concert tour last summer–Saturn’s first music tour sponsorship–along with college football tailgate events and sponsorship of the Summer X-Games.

The new ION national advertising will include placements on network and cable prime-time and sports programming and began airing on "ER" on NBC and "CSI" on CBS Jan. 9. Regional and local advertising will complement the national ads with additional focus on product attributes and local market needs.

The Saturn ION is now available. Saturn of Thousand Oaks in the auto mall has this little gem available for test drive now.