ASTRA LIGHT
This is a new lighter, leaner Astra: a 'Diet Astra', if you will. So we launched it with a tongue-in-cheek homage to a much-loved soft drink ad - shot in the old 4:3 aspect ratio and featuring the infectious Etta James soundtrack of the original spot.
The campaign key visual took design cues from cola cans. The new, more fuel-efficient Astra was branded as a Light version that promised to drink less fuel.
The TVC that paid homage to a famous soft drinks ad from the 90s
At Vauxhall showrooms there were window graphics that showed an Astra floating above and out of the poster. We handed out Astra Light drinks and even created rear-view mirror hangers shaped like a drinks-can ring pull.
CONCEPT WITH COPYWRITER, JAMES O'CONNOR • ART DIRECTION