Ingolstadt, 22.10.2010: True to its new advertising motto, “Jetzt rockt’s richtig!” (Now things are really rocking!), Saturn is launching a new campaign right in time for the Christmas shopping season that “rocks” in the truest sense of the word. Rock legend Alice Cooper is being joined by the young rock star Bill Kaulitz! Tokio Hotel’s front man visits Alice Cooper at his bar in outer space. With a remarkably large portion of self-irony, Cooper and Kaulitz create something more than merely entertaining TV and radio ads and leave no rock-star cliché unturned during this meeting of two music generations. Within the framework of the large-scale advertising campaign, the singers will not only be promoting Saturn in TV and radio ads but also on printed advertising, billboards, online and at the point of sale.
It was exactly one year ago that the consumer electronics retailer Saturn unveiled Alice Cooper as its new advertising figurehead. As barkeeper at Cooper’s Bar in outer space, he finds himself involved in all kinds of amusing situations together with his extraterrestrial regulars, three likeable aliens. With rock star Bill Kaulitz, the lead singer of Germany’s most internationally successful rock band, the rock legend now finds a member of the younger rock generation at his side. The ads play mercilessly with the clichés surrounding both artists, and both superstars demonstrate a portion of self-irony that is definitely worthy of acknowledgement. At the end of each exciting episode, “It’s all a question of technology!”. And Saturn once again promises “intergalactically” low prices for the holiday season.
Twenty-one year old Bill Kaulitz became known together with his band Tokio Hotel in 2005 and has since enjoyed considerable success internationally. The group has been awarded an amazing 58 platinum records and 88 gold records. With a total of 89 national and international awards to date, the band is without doubt a record breaker. Tokio Hotel has already won three MTV European Music Awards (including Best Band and Best Headliner). It has also received eleven coveted Comet, Bambi and Echo Awards and, to top it all off, the otherwise almost unattainable MTV USA Video Music Award as Best New Artist US. At the MTV Latin Awards in South America, Tokio Hotel was able to take home a total of four different awards.
Bill’s counterpart in the Saturn advertising campaign is the American rock musician Alice Cooper, who has been promoting Saturn with great success since the end of 2009. The 62-year-old musician gained international fame in the early seventies with the song “School’s Out”. His other great hits include the song “Poison” released in 1989.
The new advertising campaign for the holiday season was once again developed and implemented by the creative agency Scholz&Friends in Berlin. The company Markenfilm in Hamburg was responsible for production.
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