To Boost Sales, Saturn Rethinks Itself – Again

Business Week magazine offers an in-depth look at the "rethinking" behind Saturn's new advertising campaign that's set to kick-off later tonight. Look for the new ads to have a more sophisticated flair than in the past, something Saturn hopes will reinforce the fact that its new lineup of smart, chic cars and sport-utilities.

It wasn't an easy conclusion to reach for Eric Hirshberg, the chief creative officer of ad agency Deutsch, Los Angeles, who has been the guardian of Saturn advertising for the past 15 months. But he realized last fall that the sometimes schmaltzy small-town, almost Hallmark card personality that launched Saturn in the late 1980s finally had to go the way of Bob Dole's White House aspirations. "We researched the heck out of this, and we found that it's a dog that just doesn't hunt anymore."

Random Article from the SaturnFans.com Archives