[UPDATE: while this advertisement was published on OnStar’s YouTube channel on August 25th, 2023, it originally aired in 2019, but has been revised with OnStar’s new logo. We mistakenly claimed it was a new ad, when in fact, it is not. The article has been updated accordingly.]
GM’s fully owned telematics and in-vehicle security subsidiary, just re-released a video ad highlighting the company’s stolen vehicle assistance tech. The brief ad is the latest release in the company’s new campaign to promote OnStar-branded technologies and features. OnStar will serve as a major component of GM’s tech offerings as the automaker transitions to all-electric powertrains.
Clocking in at 30 seconds, the video ad opens with a young kid riding their bike through a neighborhood. As the kid waves hello to neighbors, we get a few quick shots of a Cadillac Escalade driving a high speeds. It looks as though the SUV is being chased by police.
The two scenes are juxtaposed to set up a potential collision between the Escalade and the kid on the bike. As the kid crosses a street, we see the Cadillac Escalade approaching the intersection at a high rate of speed. Suddenly, we hear a voiceover similar to a radio saying “OnStar, it’s safe to slow it down.” A quick shot of the driver instrument cluster shows the vehicle speeds decreasing, while “Slowdown Activated” is shown under the digital speedometer.
As the camera pulls back, we see the kid on the back crossing the street as the Cadillac Escalade rolls to a stop, the police vehicle just behind it. The kid looks over their shoulder and shrugs.
“OnStar Stolen Vehicle Slowdown, Helps get your vehicle back quicker. And safer,” some text reads.
Check out the ad for yourself right here:
Just last month, GM Authority covered another brief video ad for OnStar that gave a brief overview of some of the features the brand has to offer. Titled “The Future is Better with OnStar“, the ad mentions Super Cruise, in-vehicle streaming video streaming, navigation, and electric vehicle charging.
GM is currently rolling out a new look, a new design, and new messaging for OnStar, all of which ties back to GM’s EV and tech strategy. Looking ahead, GM says it expects new software and subscription services to generation somewhere between $20 billion and $25 billion by 2030.