DETROIT -- Saturn Corp. last month started advertising its new small car, the Ion, with a TV commercial called "Childhood" on NBC's "ER" and CBS' "CSI." It shows three 20-somethings in an Ion sedan driving through a fictional town called Childhood, where kids always play outside. As the Ion leaves Childhood, a sign reads "Old Age ahead." The car detours down a dirt road.
The majority of Saturn's $300 million ad budget this year will be spent on the Ion. Goodby, Silverstein & Partners in San Fransisco created the multimedia campaign, which uses the tag line "Specifically designed and engineered for whatever's next."