The new Vauxhall Astra is celebrating the best of Britain.
With Wimbledon gripping the nation and the imminent arrival of a royal baby on the cards, British patriotism is at a high – and Vauxhall is tapping into this with its new advert for the Astra.
Entitled Reasons To Be Cheerful, the ad celebrates the 'best of British' and aims to generate a feelgood factor among those in the market for the best new car deals.
Taking inspiration from the classic Ian Dury 70s hit of the same name, the advertisement promotes the little things in life that make it great to be British, such as eating fish and chips, playing in the park and enjoying an ice cream on the beach.
Cars play a vital role in helping us Brits enjoy the things we do – such as living it up at festivals and having a barbecue while camping – and shots of people enjoying the British way of life are interspersed in the ad with scenes featuring the Vauxhall Astra Bi-Turbo.
The promo hopes to remind viewers that the Astra is made for Britain, while it also features appearances from two other Vauxhall favourites – the Sports Tourer and the VXR.
Peter Hope, marketing director for the carmaker, said: "The Astra was launched over 30 years ago and remains the car most synonymous with Vauxhall with almost a quarter of British motorists having owned one.
"The campaign supports our goal of building warmth, emotion and approachability for the Vauxhall brand and fits with other brand initiatives to create pride and advocacy such as Vauxhall & I and the Home Nations sponsorship."
This advertising approach may well strike a chord with UK buyers and its launch appears to be perfectly timed – eating strawberries and cream, drinking Pimm's and enjoying an ice cream are all synonymous with hot summer days.
Vauxhall explained the Astra has been an integral part of the nation's life for more than three decades, with its evolution being suited to a way of life that is quintessentially British.
Posted by Fred Mason