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Saturn is Lynchpin To GM's Green Imaging (Visit this link)
The "Rethink American" line that launched a few months ago from Deutsch/LA, didn't thrill me. But what wasn't clear then is that the line is really just "Rethink." Saturn has been running ads that are tagged "Rethink Saturn." What I like about this strategy is that it allows Deutsch/LA and Saturn an open template to deliver some potentially cool messages connected to Saturn. One can imagine ads tagged "Rethink... Fuel Economy." "Rethink... Marriage." "Rethink... Your Choices." "Rethink Your Place." It could be a copywriter's dream. "Re-thinking" is a very provocative idea today. Heading into the election season next year—an election that is wide open—the public is going to be rethinking a lot about the country, their lives, what they believe and what they prioritize. Saturn can message into that storm of national conversation. If they play it right, more consumers will cast their votes for a pretty cool brand that temporarily lost its way.
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