Opel Astra —
Upsets the upper class
Concept —
The Astra is Opel’s flagship car, but with a 55% decline in sales over the last decade, Opel needed to capture the attention of a modern audience. Enter the new Astra, which brings a level of luxury previously unheard of in the compact class — features like massage seats, matrix lights, personal assistant and other innovations typically reserved for higher-priced premium vehicles. This inspired the tagline: The New Astra: Upsets the Upper Class.
Agency — Andre/Scholz & Friends Hamburg
Director — Alex Feil
Production — Tempomedia
CGI — The Scope
The campaign ran across 37 European countries + South Africa, driving remarkable results, Astra sales surged by 41%, successfully redefining the image of Opel and the Astra.
Quantum Leap
Introducing premium features in the compact class was a groundbreaking achievement for Opel — a quantum leap. To crown the campaign, we staged a stunt: the Astra symbolically "leaped" over luxury cars. The stunt was real, with no tricks, and was performed by a professional stunt driver. To further make a statement in the auto industry, Opel's CEO also performed the same stunt, underscoring our confidence in the Astra's capabilities and the brand's commitment to innovation. Stunt directed by Pierre Winther.
