Vauxhall back on TV with Astra campaign

Vauxhall is to return to TV screens for the first time since parent company General Motors retracted its intention to sell the marque.

The troubled manufacturer is now relying on its marketing to revive interest in its new Astra models and has invested millions in its latest campaign.

It will be its first campaign since the brand’s Insignia advertising, which launched in January.

Vauxhall integrated communications manager Peter Hope says: “We want to put some energy into what is an incredibly tough time for the industry. The aim of this campaign is to show the dynamism and energy of the new Astra and it uses a cinematic theme to showcase the hi-tech features the new model offers consumers.”

Vauxhall plots TV ad to give Astra a boost McCann Erickson Frankfurt has created a multimedia campaign to support the launch of the new Vauxhall Astra, following a pitch against agencies that included the UK’s DLKW.

Carat is handling all media placing and buying.

The advertising campaign will break on Boxing Day and feature three hero protagonists getting involved to stop a heist in a local casino. It will have a similar feel to the Insignia campaign’s cinematic approach.

Hope says the campaign aims to make a dent in the “paralysis” that has hit the Vauxhall brand for most of 2009, and bring more customers back to forecourts.

The car marque had been up for sale before GM opted to cancel the sale of Vauxhall and Opel to Canadian group Magna International last month.

Vauxhall’s former managing director, Nick Reilly, has now been named as the new president of General Motors Europe.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here