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The New Opel Astra – Upsetting the Luxury Class

Sep 11, 2015

  • Opel stages the new compact class star with a good dose of humor
  • Preview of TV spots already on the Opel YouTube channel
  • Important roles for brand ambassadors Jürgen Klopp and Bettina Zimmermann
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Rüsselsheim. Opel is celebrating the arrival of the new Astra with an exceptional advertising campaign and the slogan “The new Astra. Upsets the luxury class!”. Amongst others, it consists of five spots, which again star Opel brand ambassadors Jürgen Klopp and Bettina Zimmermann. They all show that the Astra can hold its own against the luxury class – with a good dose of humor, boldness and creativity.


Opel Chief Marketing Officer Tina Müller: “The Astra campaign is part of the Opel brand’s new positioning. The films are an expression of our new self-confidence, as we are setting standards in the compact class segment with the Astra.”

Opel News - Go to video: The upper class can't stand it

Three of the five advertising spots in the main Astra campaign again star brand ambassadors Jürgen Klopp and actress Bettina Zimmermann. They highlight the luxurious Astra equipment features in a lighthearted, humorous way. For example, football coach Jürgen Klopp is driving at night, explaining to his passenger why the IntelliLux LED matrix light is a real luxury – and a reason for almost everyone to be delighted: “As bright as a stadium, but nobody is blinded.” Only the luxury class is upset.


In another video, Bettina Zimmermann offers a businessman a sickness bag in an airplane’s business class because he is sick with envy. The reason: his colleague is reading all of the Astra’s luxury features to him out loud.

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And of course Opel OnStar, the innovative personal connectivity and service assistant, is also the subject of the Astra campaign. In one of the spots a young woman rejects her affluent father’s well-meant offer for her and her friend to take his luxury car. Because while it – just like the newest Opel – has seats with massage function, unlike the Astra it has no Wi-Fi Hotspot.


Spot number four shows that the car is so compelling that luxury-class car owners can fly into a frenzy. A well-to-do man who is being chauffeured loses not only his self-composure, but also his slacks when talking to two young men in an Astra.


Jürgen Klopp returns in the fifth and final video, explaining the Astra highlights to an acquaintance as they ride in an elevator. He tells his companion he should not be upset because he does not drive an Astra. But it doesn’t help – he is upset anyway.

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Opel produced the Astra campaign with the well-known director Alex Feil as well as the agency Scholz & Friends. André Kemper is responsible for the idea for the Astra campaign and its realization, which he executed in close collaboration with Scholz & Friends. The videos were produced by tempomedia filmproduktion gmbh.


The new Opel Astra is a quantum leap for the compact class in terms of efficiency, connectivity and premium features. It boasts safety and assistance systems – some of which even make their premiere in this class – such as the groundbreaking glare-free IntelliLux LED® matrix light system. The Astra is also the first new Opel model that comes with Opel OnStar right from market launch. The personal connectivity and service assistant ensures best connectivity around the clock and makes driving more relaxing. In addition, the next generation of the IntelliLink infotainment system debuts two new devices, enabling top smartphone integration with Apple CarPlay and Android Auto.

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The car is not only up to 200 kilograms lighter than its predecessor, it is also more spacious and aerodynamic, and is powered exclusively by newly developed, economical engines. A pleasant atmosphere and maximum relaxation are also ensured by the AGR (Campaign for Healthier Backs) wellness seats with massage function and ventilation, heated rear seats and the AirWellness aroma system that turns the Astra into a fragrantly scented lounge.