The campaign, which includes national TV and press, aims to give the Astra a personality that will appeal to the thirtysomething car buyer by showcasing the new GSi model's powerful two litre turbo-charged engine and top speed of more than 150mph.
The 30-second TV ad uses the strapline "Enjoy the ride" and features three identical silver Astra GSis being driven in tight formation to the sound of a rollercoaster.
The cars drive through a series of locations including a road tunnel, around hairpin bends and weaving through a dark warehouse. The spot aims to compare the exhilaration and power of the Astra with a theme park ride.
The campaign was art directed by Richard Lovell and written by Martin Cox, overseen by the joint creative director Gary Betts. The TV spot was directed by Stuart Douglas through @radical.media.
Media is planned and bought by Initiative Media.
DLKW picked up the Astra account at the end of September. The agency also handles Vauxhall's £16 million Corsa account, while Lowe continues to retain the account for Vauxhall's other core brand, the Vectra.
DLKW now handles the creative work for almost half of Vauxhall's total £60 million advertising budget in the UK. Its debut work for Corsa featured a group of the cars in a game of hide-and-seek.
The Astra is one of Vauxhall's key consumer brands and is also the face of its motor sport operation and competes against the likes of Peugeot 307 and Volkswagen Golf.
DLKW is also pitching for Vauxhall's £15 million retail account, against Lowe Broadway, while Lowe also faces a head-to-head pitch for the multimillion-pound task to launch the Meriva model, a MPV extension of the Corsa.
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