GM, which manufactures the Vauxhall marque in the UK, will receive ideas from DLKW, Lowe and McCann Erickson. The successful agency will create a multimillion-pound campaign for the relaunch of the Astra, which is expected in the latter half of 2009.
The relaunch is the 30-year-old model's biggest makeover in a decade. The previous incarnation of the Astra was launched with an ad comparing a drive in the car with a theme-park ride. GM is hoping the new Astra will help move the Vauxhall brand upmarket.
In a similar vein, Vauxhall is to base the launch advertising for saloon model Insignia on US crime thrillers to push the claim the car is its most stylish and technically advanced.
The ads, which break on 5 January, were created by DLKW and shot to mimic techniques seen in hit TV shows such as Prison Break and the Bourne film trilogy.
They trace the adventures of a spy attempting to break into a building harbouring the so-called Insignia Project. He is hired by mysterious men to infiltrate the car plant by posing as a worker. The spy then steals the Insignia, taking it for a night-time drive through a country setting while describing its technological features, including the model's front camera system.
The ads will also promote the Insignia's status as European Car of the Year, voted for by motoring journalists from 23 European countries.
The TV campaign will be supported by print ads, a 48- and 96-sheet outdoor campaign and online promotions.
The launch of the Insignia comes at a difficult time for parent company GM, which is seeking financial assistance from the US government. There have been reports that the manufacturer has frozen all global media budgets, although this has been denied by a GM UK spokesman.
Vauxhall's UK sales are down 8% so far this year, according to the Society of Motor Manufacturers and Traders; sales in October fell 22% year on year.
Vauxhall's media is bought by Carat.
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