Saturn Radio PHILOSOPHY by Goodby Silverstein & Partners San Francisco

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Industry Car Dealers
Media Radio
Market United States
Agency Goodby Silverstein & Partners San Francisco
Creative Director Jamie Barrett
Released May 2004

Credits & Description

Advertising Agency: GOODBY SILVERSTEIN & PARTNERS, USA, San Francisco
Creative Director: Jamie Barrett
Scriptwriter: Roberto Lastra
Agency Producer: Brian Coate

Script in English

Dear Saturn: I just want to say thanks. I went to one of your dealerships and I was glad to see that your salesmen didn’t talk to me in this tone of voice to sell me a car. (Imitating classic announcer voice.) It’s nice that you realize that you don’t have to raise your voice like this, to tell me how good your cars are. Offering me free hot dogs and a foot rub is not what influences me to buy a car, so right on for not doing it. Thanks also for not making any promises that you can’t keep! And for treating me with respect by simply answering the few questions that your cars didn’t already answer for me. And also for sparing me the old "c'mon, c’mon, c’mon". No thinking about it. Just sign here now! No haggle, no hassle. And that’s cool. It’s like you say: people first right?

VO: When you put people first, you treat them the way you want to be treated. It’s the philosophy that we have embraced from the beginning. Saturn. People first.
Script in Orginal Language

Querido Saturn: Quiero darles las gracias. Fui a uno de sus concesionarios y me dió gusto ver que sus vendedores, no usan éste tono de voz para venderme un auto! Que bueno que sepan que no es necesario levantar la voz así! Para hablarme de la calidad de sus autos. El que me ofrezcan hot dogs y masajes en los pies gratis no me va hacer comprar un auto. Así es que, que bueno que no lo hagan. Gracias también por no hacer promesas que no pueden cumplir! Y por tratarme con respeto y contestar las pocas preguntas que sus autos no me contestaron. Ah! y por ahorrarme el famoso: vamos, vamos, no hay nada que pensar! Firme ya! Sin presiones, ni regateos. Eso es bueno. Como dicen ustedes: la gente primero no?

VO: Cuando piensas en la gente primero, la tratas como a ti te gustaria que te traten. Es la filosofía que hemos adoptado desde el principio. Saturn. La gente primero.