Campbell Ewald Unveils Heartfelt Campaign for Guardian App Expansion
This week Campbell Ewald launched an advertising campaign for OnStar as it expands its OnStar Guardian app subscription to all consumers with a compatible Apple or Android device. The agency released two TV spots along with a push in digital and across multiple social platforms.
The hero spot, 'The OnStar Guardian App Can Help You Find Your Loved Ones,' is designed to underscore the powerful uses of the Guardian app and recognise a purposeful corporate partnership with the Alzheimer’s Association. With the help of the Guardian app, a woman is able to locate her father, who is sitting on park bench on a rainy night, lost in his thoughts. As she sits to comforts her father, OnStar reveals that it proudly supports the Alzheimer’s Association. Reflecting its responsibility to the safety and well-being of loved ones, OnStar will donate $1 of every download of the OnStar Guardian app to the Alzheimer’s Association.
The second spot, 'The OnStar Guardian app. Now for anyone, in any vehicle,' shows how a celebration of teens seen in playful situations — and in various vehicles — becomes suddenly interrupted by an accident. Immediately following this unexpected incident, the Guardian app automatically activates on a passenger’s phone. As the voice of an OnStar Advisor offers assistance and reassurance to the relieved young occupants, OnStar reveals that it proudly supports the National Safety Council.
Additionally, OnStar is also recognising The Longest Day, the Alzheimer's Association celebration of the summer solstice. OnStar will double their donations for each Guardian app download on June 20. This donation will contribute to the organisation’s efforts to accelerate Alzheimer’s research, drive risk reduction and early detection, and maximise quality care and support.
Both of the spots were filmed in the Los Angeles area and directed by Lisa Gunning, who is part of Free The Work initiative.
Category: Awareness , Corporate, Social and PSAs
Genre: People , Storytelling