General Motors was looking to revitalize its product line with the launch of a new sedan, the Intrigue. A 50-year-old relationship was endangered as General Motors was looking at possible new agencies. The launch had to win over an already skeptical client and preserve a $300 million dollar account. Tony Scott of "Top Gun" fame was hired to shoot the cinematic commercials. The idea itself was born from the name of the car itself--a leap forward for General Motors' design and engineering. "Intrigued?" The initial launch met and exceeded client expectations. It was awarded internally by General Motors with the "Ace" Award--the award given to the best General Motors campaign of the year. Leo Burnett retained the account. It was also recognized by the advertising industry too--winning both Clio and Mobius awards.
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