Vauxhall uses head to talk up ’calming’ qualities of Omega

Vauxhall is launching an innovative press campaign to promote its

executive model, the Omega, which suggests driving the car can alleviate

stress.

The ads are presented in the form of a page from an encyclopaedia and

illustrate the link between driving and stress levels. The first

execution features a scientific drawing of a head. The blurb

accompanying the diagram identifies how stress through driving can

contribute to health problems.

The ad uses the headline: ’Every year thousands of drivers suffer the

sort of breakdown the AA can’t fix.’ At the bottom is a small picture of

the Omega, accompanied by the words: ’A positive aid to relaxation.’

The campaign was written by Adrian Lim and art directed by Steve

Williams at Lowe Howard-Spink. The ads will run from 3 March in the

sports sections of the Daily Telegraph, Sunday Times and Mail on Sunday

as well as in the newly created Financial Times sports pages.

Liz Little, Lowes account director on Omega, said: ’This campaign breaks

new ground for car advertising.’

This article was first published on Campaign