Auto Makers Play It Safe With ’89 Ads : Only Oldsmobile Has Plans for New Campaign

The song remains the same in advertising for U.S. auto makers in the 1989 model year, with the exception of a little fine tuning.

Only the Oldsmobile division of General Motors Corp. has created a new campaign for 1989.

In previous years, companies experimented with new themes such as patriotism or comparisons. For 1989, they’re playing it safe, using standard themes to push their automobiles.

The crew of engineers in Nissan’s “Built for the Human Race” ads have been eliminated in favor of scenes of cars, for example.

“At the very least, with consistency, you’re creating something people can identify you with,” said Thomas Healey, director of media and advertising for J. D. Power & Associates in Agoura Hills.

Younger Viewers

Companies also are playing it safe by hiring the real thing to sing their commercial jingles instead of “sound alike” musicians. A federal appeals court ruled in June that singer and actress Bette Midler could proceed with a $10-million lawsuit against Ford Motor Co. and its ad agency, Young & Rubicam, for intentionally imitating her vocal style after she turned down an offer to do the jingle herself.

GM’s Chevrolet division hired soul singer Aretha Franklin to belt out a new rendition of its “Heartbeat” theme song.

Oldsmobile is turning its advertising focus on younger viewers after research showed its image was that of a stodgy family car.

Slated to appear in Oldsmobile spots are actress Priscilla Presley and her daughter; actor William Shatner and his daughter, and singer Frankie Avalon and his son.

At Mercury, the tag line is changing from “The Shape You Want to Be In” to “Where Comfort and Control Are One,” with golfer Jack Nicklaus teeing off this month as spokesman for Lincoln Continental.

The Dodge division of Chrysler Corp. is replacing its year-old tag of “It’s Gotta Be a Dodge” with “The New Spirit of Dodge.”