Higher Intelligence

Unexpected Innovation: General Motors made a monumental investment into cutting edge tech innovation for the new line of Oldsmobiles. Olds & Tech were not synonymous. We had to make them believe the unbelievable.

We leaned on hyperbole to connect the obsession with mysterious crop circles and artificial intelligence as the only possible explanation with the unprecedented tech advancements. Oldsmobile now has a “higher intelligence.”

Result: Brand consideration for Oldsmobile rose by over 200% following the launch of the “Start Something” campaign