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The advertising agency that developed the 'Got Milk?' campaign has been hired to market Saturn's new product line, set to roll off the Spring Hill assembly line this fall.

Saturn advertising is going back to the brand's roots in a fresh, contemporary way that expresses Saturn's dedication to customers.

Earlier this year Saturn invited advertising agencies to compete for the right to produce ads for the introduction of the all-new Ion sedan and coupe. The Ion will be launched in the fall of 2002, as a 2003 model with a $100-million-plus advertising campaign.

The Saturn swan song for Publicis Groupe's Publicis & Hal Riney, San Francisco, breaks Feb 12 during the Olympics on NBC for the launch of the GM brand's first sport utility vehicle.

Saturn Division, armed with fresh products, will try to reinvent itself this year as youthful and stylish with new advertising. After all, it hasn't been "A different kind of car company," its longtime slogan, for some time.

Saturn has a different kind of problem. The General Motors division, touted as "a different kind of company" since its 1990 debut, is readying its biggest new-product blitz since driving onto the scene as an import fighter. But Saturn, which is seeking an agency for the crucial fall 2002 launch of its Ion entry model, no longer looks so different.

Saturn, which built its image around customer care, introduces a new advertising tagline in a brand TV campaign breaking today. Saturn, part of General Motors, is replacing its current ad tagline "It's different in a Saturn" with "People First." The automaker decided to drop the tagline because it wanted to explain the "It's different" positioning in better detail, said Scott McLaren, advertising manager at the brand. "People understood it, but it lacked some definition."

Joseph R. Szczesny from Time Magazine: One month after General Motors announced that it was preparing to spin off or drop Saturn as part of the effort to regain viability, the beleaguered automaker is now spending millions of dollars on ads for Saturn during the telecasts of the NCAA Basketball Tournament. "We're Still Here," one ad emphatically says, as if to squash rumors to the contrary. Saturn spokesman Mike Morrissey insists that the expensive ads for brands on the chopping block do make se...

Canadian graduate business schools were invited to develop a national marketing campaign to integrate Saturn's 3-Door Coupe into the university marketplace.

The different kind of car company could be getting a different advertising agency. Saturn is seeking creative proposals from five ad agencies for the launch of the Ion, the new small car set to replace Saturn's flagship S-series on the Spring Hill assembly line later this year. At stake could be an estimated $300 million-a-year ad account and a 14-year relationship that Saturn has with Publicis & Hal Riney, the agency that has handled its advertising since 1988.

Even though General Motors is reportedly slashing its 2006 advertising budget, Saturn's ad budget is set for a boost.

Camera- and computer-generated special effects are no longer just the stuff of Hollywood's big-budget action flicks. Such trickery has rapidly become a filmmaking staple in the ad world, too, in increasingly sophisticated form.

Saturn has awarded its entire estimated $300 million advertising account to Omnicom Group's Goodby, Silverstein & Partners, San Francisco. Goodby had been in the pitch for the anticipated $100 million-plus Ion launch next fall, but was awarded the entire account, executives familiar with the situation said.

The company will no longer tout itself as being "different" in its television and print ads.

GM's Saturn, the "different kind of car company," attempts in its latest commercial to humorously recall a different kind of era, when homophobia was more accepted.