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."

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Enter to Win a Sky, Find Your Lost Highway with Bon Jovi and Saturn

Bon Jovi Lost Highway Album Cover

Over the past 25 year, Bon Jovi has gone from performing in small clubs in New Jersey to selling out stadiums around the world. Through it all, they have not lost sight of who they are, where they're from, and how they can make a difference. Much in the same way as Saturn has been rethinking how they do things, Bon Jovi has been rethinking what it means to truly be a rock star. It is because of his and Saturn's shared vision of a better future that Saturn is supporting Bon Jovi's Lost Highway tour.