To launch the all-new My GM Rewards Card, we needed an all-new approach that was just as exciting and unique as the card itself.

While our previous campaigns focused more on the heartfelt, we saw this as an opportunity to inject humor while capturing the joy in every moment as you earn toward a GM vehicle, and how we ultimately landed on “a new kind of appreciation … with that new car smell.”

Our new concept was rooted in the notion that Cardmembers deserve an entirely new kind of appreciation while earning toward one of the most memorable moments in any vehicle owners’ journey — experiencing that new car smell.

This idea was born out of the simple fact that every time a Cardmember uses this new card they’re getting rewards on everything they buy, everywhere toward a new GM vehicle. Our campaign debuts a comedic approach to highlight our card to make people smile.  

Additionally, we found a way to get strong branding into our creative without going down the “expected” route of showing any vehicles (not. one. single. car) — but instead by evoking the shared universal experience of that great smell of leather seats in a brand-new SUV.

Our official “New Car Smell” spot pushed boundaries to pave the way for more creative solutions in our future work, while serving as a reminder that everyone deserves a new kind of appreciation…with that new car smell.