GM Unveils New Hispanic Advertising Campaign.

General Motors Corp. announced the launch of “Sólo GM” a new corporate advertising campaign targeted to the U.S. Hispanic market. “Sólo GM” highlights the company’s leadership in areas including safety and security, innovation, quality and customer satisfaction.

“The first phase of the campaign will focus on our commitment to make OnStar and our StabiliTrak stability control system standard equipment. With these features, GM can provide protection, before, during and after an incident occurs, across the widest range of vehicles,” said Mark LaNeve, GM North America vice president, marketing and advertising. “We know the GM name matters to consumers, just like our divisional brand names — Chevrolet, Pontiac, GMC, Buick, Saturn, Cadillac, Saab and Hummer – matter. GM is the brand behind those brands. When you hear the words ‘Sólo GM,’ you’re hearing our commitment to provide those things for all of our customers in the future.”

The campaign, “Sólo GM” was produced by GM’s Hispanic agency of record Accentmarketing. “Sólo GM” is an original creative effort leveraging the general market “Only GM” platform. Both campaigns focus on consumer benefits that come from GM’s strengths as the world’s largest automaker. The creative direction for the “Sólo GM” Hispanic TV spot titled “Estrellita, Estrellita” (Little Star, Little Star) captures the innocence of children wishing upon a star for their family’s safe travel on the road made possible by GM. The key message of the creative platform reinforces OnStar’s safety capabilities like remote door unlock, roadside assistance, emergency services and stolen vehicle tracking.

“’Sólo GM’ captures the essence of our company’s ‘think tank’ capability that produces high quality and safe products throughout all the GM brands,” said Sonia Maria Green, GM Director of Diversity Sales and Marketing. “The fact that GM will include OnStar and StabiliTrak as standard equipment in all retail vehicles in the U.S. and Canada by 2007 and 2010, respectively, is a promise of our commitment to our customers’ safety and security.”

GM will launch the Spanish-language TV spot “Estrellita, Estrellita” during the 17th Annual “Premio Lo Nuestro a la Música Latina” (Lo Nuestro Latin Music Awards) telecast on the Univision Television Network on Feb. 24. The Spanish language announcement of the “Sólo GM” campaign launched February 7 in the top 25 U.S. Hispanic newspapers. Print ads will appear starting March 3 in national Hispanic magazines.

The English-language “Only GM” ads will debut during The 77th Academy Awards telecast on ABC on Feb. 27. McCann Erickson Detroit is GM’s corporate advertising agency responsible for campaign strategy, account management and creative development for the “Only GM” campaign.