Delphi Automotive Systems touts its motorsports activities as a lab for its auto parts in its first TV ad campaign. It began May 1 and continues through the year, mostly on national cable TV. The estimated $8 million campaign aims to educate the public. Marketing director Bill Lafontaine said Delphi hopes to encourage private investors to buy its stock, which starts trading May 28 when the former General Motors unit is officially independent. Delphi may sell its aftermarket products, now sold in Europe and South America, in the United States, Lafontaine added. Delphi's agency, McCann-Erickson Worldwide of Troy, Mich., tapped Mikael Salomon, who was director of the movie Hard Rain and director of photography for the movie Backdraft, for the spots. A new tag line, 'Driving Tomorrow's Technology,' replaces 'The Power to Simplify.'
NEW DRIVE FOR DELPHI
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