Vauxhall Motors today launches its bold all-new Corsa campaign, ‘A to Z of Corsa’. The campaign is an affectionate take on Britain’s love affair with the Vauxhall Corsa, of which over 1.8 million have been sold in its 22 years on the road.
‘A to Z of Corsa’ accelerates viewers through a whirlwind of alphabet-themed scenes from everyday British life and driving moments, featuring boxers, cricketers, dogs, quiffs, roundabouts, snogging, tea and more. The ad follows people through their own personal road trips, while its soundtrack - ‘There’s a beast and we all feed it’, by Jake Bugg – is used across the campaign, evoking a strong sense of Britishness, fun and energy.
Filmed on location across the UK, the ad captures the all-new Vauxhall Corsa in Liverpool, Manchester, the Peak District, Essex and London, showcasing the true grit and glamour of the UK.
The campaign will roll out across TV, poster, print and social channels, with strategic CRM and PR input. The TV ad will launch on Thursday 15 January 2015, with a 40-second ad aimed at raising interest, awareness and consideration for New Corsa.
A number of prime-time spots have been secured, including Broadchurch, National TV Awards and Celebrity Big Brother. Cinema activity will start on Friday 30 January 2015. Working in parallel are a series of 10-second vignettes which highlight specific features of the new Vauxhall Corsa.
Commenting on the inspiration of the new Vauxhall Corsa ad, Chris Hawken, Director of Brand Marketing, said: “’A to Z of Corsa’ heralds a distinct new look for Vauxhall and offers us the chance to create something that celebrates the energy and fun of Corsa in a nostalgic and distinctly British way. It supports our positioning of ‘premium design and engineering affordable to all’ and acknowledges the freedom driving brings to all walks of life across the UK.”
The campaign was created by newly appointed agency, 101. Laurence Green, Founding Partner of 101, said: "Vauxhall is a great British car brand waiting to be reborn, and the Corsa is a great place to start our work: a ball of energy, a small car with a big heart which appeals across a wide demographic. To reflect this, we’ve devised a video scrapbook, an A-Z of Britain which tells a story of what it is like to drive and live in Britain in 2015. It’s a busy, British, young-at-heart campaign for a busy, British, young-at-heart brand.”
The original Corsa, dubbed ‘the new supermodel’, was launched in 1993 with an ad featuring Linda Evangelista, Christy Turlington, Naomi Campbell and a teenage Kate Moss.
Vauxhall’s all-new Corsa raises the benchmark for driveability, comfort and practicality and is priced at £8,995 on-the-road. Brit, Mark Adams, adds his sculptural design treatment, and the portfolio includes a state-of-the-art new 1.0-litre ECOTEC engine.
To find out more, watch the ‘A to Z of Corsa’ ad or search for ‘New Corsa’.
Images and colours shown are for illustrative purposes only and may show optional equipment.