Leo Burnett began on the Olds business with its acquisition of D.P. Brother & Co. in 1967, and spent the late 1980s and the 1990s proclaiming to a younger generation that the brand "is not your father's Oldsmobile." But it was work like this, in 2000’s Super Bowl XXXIV, that really sold the pitch.
“No, really, they mean it: This isn't your father's Oldsmobile,” wrote Ad Age ad reviewer Bob Garfield. “What a delicious parody of The Gap campaign, a bunch of sullen, goofy-looking kids singing, against a white background, about being inside of cars. It's a real song, too, from some guy named Gary Numan, although it's a lot funnier than it probably intends to be. A younger, hipper Oldsmobile? This time we may be prepared to believe it.”
That’s not to say a Super Bowl ad alone can lift a brand to prior glory. Burnett, which had also made Oldsmobile's 1999 Super Bowl entry "Start Something," kept working the account until General Motors announced that it would discontinue the division shortly after the turn of the century.Send credit info to SuperBowlAdArchive@adage.com.