Hot on the heels of Vauxhall's announcement last week that it is to provide a lifetime warranty on all its new cars, the Luton company is planning to capitalise on the news with a primetime TV ad which will air for the first time on Monday, 16th August 2010.
Narrated by star of stage and screen, Bill Nighy, the ad not only promotes the groundbreaking Vauxhall Lifetime Warranty with the tagline: "A warranty could now last a lifetime", but also takes an irreverent look back at Vauxhall's past as the UK's oldest surviving car brand.
Archive PR footage and TV ads (remember the flying Astras?) are cleverly woven together to illustrate the scope and depth of Vauxhall's place in the hearts of millions of UK car buyers since it sold its first car in 1903. The ad majors on Vauxhall's endless quest to bring innovation into the mainstream, with the Vauxhall Lifetime Warranty its most recent offering.
"This ad campaign is the first to focus purely on the Vauxhall brand, rather than a specific car line," said Peter Hope, Vauxhall's Marketing Director. "This is apt, since the Vauxhall Lifetime Warranty applies to all our cars and illustrates our renewed commitment to provide the best customer service in the UK car market. We aim to make a step change in our customer satisfaction experience, and we're well underway to achieving that goal."
The TV ad will form part of a national campaign, covering print, online and social media.
The Vauxhall Lifetime Warranty applies to the first owner of any Vauxhall car registered after August 1, 2010. The comprehensive OEM warranty covers powertrain, steering and brake systems and electrical equipment throughout the life of the vehicle, up to a limit of 100,000 miles. To maintain the Vauxhall Lifetime Warranty, owners simply need to visit a Vauxhall retailer annually for a free vehicle inspection. A plan enabling second owners to purchase the warranty is currently under way and will be announced soon.
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