Comedian Griff Rhys Jones is to star in the 12.5m launch of the Vauxhall Zafira, General Motor’s most important new car since the Astra.
The Zafira is a mini people carrier with an interior design that gives General Motor’s UK brand Vauxhall an opportunity to improve its reputation for technological innovation. Lowe Howard- Spink has developed a TV campaign for the launch in which Jones, star of Alas Smith & Jones and Not The Nine O’Clock News, plays a professor fascinated by the car.
The Zafira is based on Vauxhall’s Astra and is a competitor to Renault’s Megane Scenic. Its big selling point is the fact that although it is roughly the same size as an Astra, it has seven seats, five of which fold up, converting the car into a small van.
In the advertising, due to start in early June, Jones’ professor cannot figure out how the car works. The campaign carries the tagline “It’s a work of genius”.
Vauxhall has been criticised for a diluted and confused brand image. It recently launched a new tagline – “Raising the Standard” – on all its marketing communications in an effort to improve this.