Vauxhall Motors is dropping TV celebrity Ruby Wax from its 11.3m Corsa advertising.
The move is part of a decision to reposition the Corsa and follows the introduction of a European brand management structure at General Motors earlier this year which created a dedicated Corsa team.
The Canadian comic has featured in six separate Corsa campaigns since the car was first launched with a controversial supermodel campaign in 1992. The executions, shot in exotic locations from Las Vegas to Monte Carlo, have featured celebrities such as Zsa Zsa Gabor.
“Ruby Wax has run her course,” says one Vauxhall source. “The European brand management restructure was seen as an opportunity to look at the Corsa positioning. It was the same with JD and Atkins [characters used in Astra ads for many years]. In the end you go round in circles with the advertising. This will not be a dramatic repositioning – more, a refining of Corsa’s place in the market.”
Fresh TV advertising is expected for the Corsa in the autumn. A Vauxhall spokeswoman confirmed Wax’s contract has ended but would give no details of the repositioning.