Batman OnStar commercials
Encyclopedia
Batman
Batman is a fictional character created by the artist Bob Kane and writer Bill Finger. A comic book superhero, Batman first appeared in Detective Comics #27 , and since then has appeared primarily in publications by DC Comics...
, created by ad-agency Campbell-Ewald
Campbell-Ewald
Campbell Ewald is one of the largest marketing communications agencies in the United States, offering innovative capabilities both traditional and specialized, including advertising; insights and solutions planning; integrated content strategy and development; social, relationship, retail and...
and aired from 2000 to the beginning of 2002. In 2000, OnStar
OnStar
OnStar Corporation is a subsidiary of General Motors that provides subscription-based communications, in-vehicle security, hands free calling, turn-by-turn navigation, and remote diagnostics systems throughout the United States, Canada and China. A similar service is known as ChevyStar in Latin...
, DC Comics
DC Comics
DC Comics, Inc. is one of the largest and most successful companies operating in the market for American comic books and related media. It is the publishing unit of DC Entertainment a company of Warner Bros. Entertainment, which itself is owned by Time Warner...
and Warner Bros.
Warner Bros.
Warner Bros. Entertainment, Inc., also known as Warner Bros. Pictures or simply Warner Bros. , is an American producer of film and television entertainment.One of the major film studios, it is a subsidiary of Time Warner, with its headquarters in Burbank,...
teamed up to promote brand name awareness of the new OnStar onboard guiding system, leading to a large increase in subscribers and a higher rate of subscriber renewals.
Production
Two of the commercials ("Hot Date" and "Riddle Me This") were directed by Vincent WardVincent Ward
Vincent Ward, ONZM is a film director and screenwriter.-Biography:Vincent Ward was awarded an Order of New Zealand Merit in 2007 for his contribution to film making. He was born in Greytown, New Zealand. He was educated at St Patrick's College, Silverstream and trained as an artist at the...
, and the other four were directed by Andrew Davis
Andrew Davis (film director)
Andrew Davis is an American film director, producer and cinematographer, noted for the action films Code of Silence, The Fugitive, Chain Reaction, Collateral Damage, Above the Law, The Guardian and Under Siege.-Biography:Born on the south side of Chicago, Illinois, Davis has directed several films...
, working with DoP Thomas Kloss. The production company was Millennium Pictures (Detroit), special effect
Special effect
The illusions used in the film, television, theatre, or entertainment industries to simulate the imagined events in a story are traditionally called special effects ....
s were provided by Flash Film Works
Flash Film Works
Flash Film Works is a computer graphics company that provides visual effects for films, television shows and commercials. It is owned by director William Mesa and is located in Los Angeles, California.-History:...
, and the scripts were written by Nancy Wellinger and Jim Millis. The Batman OnStar commercials helped promote brand name awareness of the system, leading to a large increase in subscribers and a higher rate of susbcriber renewals.
The commercials were shot at the Warner Bros. lot. Flash Film Works did the special effects, including creating and compositing the Batsignal, airbag, the Riddler's skywriting
Skywriting
Skywriting is the process of using a small aircraft, able to expel special smoke during flight, to fly in certain patterns to create writing readable by someone on the ground...
(copying the writing style from Batman Forever
Batman Forever
Batman Forever is a 1995 American superhero film directed by Joel Schumacher and produced by Tim Burton. Based on the DC Comics character Batman, the film is a sequel to Batman Returns , with Val Kilmer replacing Michael Keaton as Batman...
) and erasing/covering various shots of the Warner backlot. Back in 1997, John Dykstra
John Dykstra
John Charles Dykstra, A.S.C. is an Academy Award-winning special effects supervisor and pioneer in the development of the use of computers in filmmaking.-Education and early career:...
chose Flash Film Works to work on the motion picture Batman & Robin. They created a digital matte painting
Matte painting
A matte painting is a painted representation of a landscape, set, or distant location that allows filmmakers to create the illusion of an environment that would otherwise be too expensive or impossible to build or visit. Historically, matte painters and film technicians have used various techniques...
of an ice-laden Gotham City
Gotham City
Gotham City is a fictional U.S. city appearing in DC Comics, best known as the home of Batman. Batman's place of residence was first identified as Gotham City in Batman #4 . Gotham City is strongly inspired by Trenton, Ontario's history, location, atmosphere, and various architectural styles...
, as well as performing some rig and wire removal work on the film.
OnStar's licensing agreement with DC Comics had additional benefits, as the production teams were given access to DC's creative resources. The advertisements were thus able to use the 'real' Batcave
Batcave
The Batcave is the secret headquarters of fictional DC Comics superhero Batman, the alternate identity of playboy Bruce Wayne, consisting of a series of subterranean caves beneath his residence, Wayne Manor.-Publication history:...
, as well as utilising the Batmobile that was featured in the two Tim Burton
Tim Burton
Timothy William "Tim" Burton is an American film director, film producer, writer and artist. He is famous for dark, quirky-themed movies such as Beetlejuice, Edward Scissorhands, The Nightmare Before Christmas, Ed Wood, Sleepy Hollow, Corpse Bride and Sweeney Todd: The Demon Barber of Fleet...
-directed Batman films (Batman
Batman (1989 film)
Batman is a 1989 superhero film based on the DC Comics character of the same name, directed by Tim Burton. The film stars Michael Keaton in the title role, as well as Jack Nicholson, Kim Basinger, Robert Wuhl and Jack Palance...
and Batman Returns
Batman Returns
Batman Returns is a 1992 American superhero film directed by Tim Burton. Based on the DC Comics character Batman, it is the sequel to Burton's Batman , and features Michael Keaton reprising the title role, with Danny DeVito as the Penguin and Michelle Pfeiffer as Catwoman.Burton originally did not...
). Also featured in the OnStar commercials was composer Danny Elfman
Danny Elfman
Daniel Robert "Danny" Elfman is an American composer, best known for scoring music for television and film. Up until 1995, he was the lead singer and songwriter in the rock band Oingo Boingo, a group he formed in 1976...
's score from the films. The Batsuit
Batsuit
The Batsuit is the costume of the fictional character Batman, a superhero appearing in DC Comics. Though the suit has been drawn many different ways by different artists, and the stories themselves have described Batman as modifying the details of his costume from time to time, it is most often...
that was featured in the commercials was an altered one that George Clooney
George Clooney
George Timothy Clooney is an American actor, film director, producer, and screenwriter. For his work as an actor, he has received two Golden Globe Awards and an Academy Award...
wore in Batman & Robin.
In addition to set, costume and prop details, DC provided access to footage from the films (in particular, scenes of Batman jumping from a building in "Minor Setbacks" derive from the films) to emphasise the differences between Batman's use of the OnStar system and the more normal mundane usage. In addition to DC having input on the scripts, customer research reminded the company that "Batman always gets the villain," which had apparently been missed.
Cast
The actor portraying Batman in the OnStar spots is Bruce ThomasBruce Thomas (actor)
Bruce Thomas is an American actor known for portraying the character of Batman in a series of commercials for General Motors' OnStar service that aired from 2000 to 2002...
, who also portrayed the Caped Crusader in the pilot
Television pilot
A "television pilot" is a standalone episode of a television series that is used to sell the show to a television network. At the time of its inception, the pilot is meant to be the "testing ground" to see if a series will be possibly desired and successful and therefore a test episode of an...
for Birds of Prey
Birds of Prey (TV series)
Birds of Prey is a television drama series produced in 2002. The series was developed by Laeta Kalogridis for The WB and is loosely based on the Birds of Prey DC Comics series...
. Curtis Armstrong
Curtis Armstrong
Curtis Armstrong is an American actor best known for his portrayal as Booger in the Revenge of the Nerds movies, as Herbert Viola on Moonlighting, and as famed record producer Ahmet Ertegün in the film Ray.-Early life:...
portrays the Joker
Joker (comics)
The Joker is a fictional character, a comic book supervillain published by DC Comics. He is the archenemy of Batman, having been directly responsible for numerous tragedies in Batman's life, including the paralysis of Barbara Gordon and the death of Jason Todd, the second Robin...
in one of the ads, Vicki Vale
Vicki Vale
Victoria Vale is a fictional character that appears in comic books published by DC Comics. The character first appears in Batman #49 , and was created by Bob Kane and Bill Finger.-1940s-1960s:...
is played by Brooke Burns
Brooke Burns
Brooke Elizabeth Burns is an American actress and former fashion model. She began her career on the popular TV series Baywatch and Baywatch Hawaii.-Early life:...
, and the Riddler
Riddler
The Riddler is a fictional character, a comic book character and supervillain published by DC Comics, and an enemy of Batman. Created by Bill Finger and Dick Sprang, the character first appeared in Detective Comics #140 ....
is played by Brian Stepanek
Brian Stepanek
Brian Stepanek is an American actor. He is best known for his role as Arwin Hawkhauser in the Disney Channel Original Series The Suite Life of Zack & Cody...
in one of the ads. The commercials are often alleged to have been de facto screentests for director Andrew Davis and actor Bruce Thomas for the then-planned fifth film, after Joel Schumacher
Joel Schumacher
Joel T. Schumacher is an American film director, screenwriter and producer.-Early life:Schumacher was born in New York City, the son of Marian and Francis Schumacher. His mother was a Swedish Jew, and his father was a Baptist from Knoxville, Tennessee, who died when Joel was four years old...
's planned Batman Triumphant was dropped after the poor box-office returns and reaction to Batman & Robin. Michael Gough
Michael Gough
Michael Gough was an English character actor who appeared in over 150 films. He is perhaps best known to international audiences for his roles in the Hammer Horror films from 1958, and for his recurring role as Alfred Pennyworth in all four movies of the Burton/Schumacher Batman franchise,...
, who portrays Bruce Wayne's butler, Alfred Pennyworth
Alfred Pennyworth
Alfred Pennyworth is a fictional character that appears throughout the DC Comics franchise. The character first appears in Batman #16 , and was created by writer Bob Kane and artist Jerry Robinson. Alfred serves as Batman’s tireless butler, assistant, confidant, and surrogate father figure...
, in the Batman films directed by Tim Burton and Joel Schumacher, reprises his role in the OnStar ads. Thus, Gough portrayed Alfred alongside four different actors portraying Batman: Michael Keaton
Michael Keaton
Michael John Douglas , better known by the stage name Michael Keaton, is an American actor known for his early comedic roles, most notably his performance as the title character of Tim Burton's Beetlejuice . Keaton is also famous for his dramatic portrayal of Bruce Wayne/Batman in Tim Burton's...
, Val Kilmer, George Clooney
George Clooney
George Timothy Clooney is an American actor, film director, producer, and screenwriter. For his work as an actor, he has received two Golden Globe Awards and an Academy Award...
, and Bruce Thomas respectively.
Cost
OnStar began a $50 million ad campaign in February 2000, although it is unknown precisely how much of that number was set aside to make the Batman commercials. In 2002, GM dropped Batman as the spokesman, replacing him with radio ads.The ads
Following on from OnStar's earliest TV ads playing on childhood fears and out-of-car personal testimonials, the company licenced BatmanBatman
Batman is a fictional character created by the artist Bob Kane and writer Bill Finger. A comic book superhero, Batman first appeared in Detective Comics #27 , and since then has appeared primarily in publications by DC Comics...
to market its "year 2000 factory-installed version," in the "world's most technological car," referring to the Batmobile
Batmobile
The Batmobile is the automobile of DC Comics superhero Batman. The car has evolved along with the character from comic books to television and films. Kept in the Batcave, which it accesses through a hidden entrance, the Batmobile is a gadget-laden vehicle used by Batman in his crime-fighting...
. OnStar marketer Michael McEnaney described the premise as demonstrating that:
- "if OnStar empowers Batman, consumers will get that OnStar can help them 'handle anything that life throws at them.'"
The ads demonstrated "examples of possible driving dangers, while remaining in the realm of fantasy," thereby downplaying the "scary side of danger," as well as making the spots "vehicle-neutral at a time when OnStar became available on 29 different GM models."
The six commercials are as follows:
- "Batcave" (AKA "Batman & Alfred") - AlfredAlfred PennyworthAlfred Pennyworth is a fictional character that appears throughout the DC Comics franchise. The character first appears in Batman #16 , and was created by writer Bob Kane and artist Jerry Robinson. Alfred serves as Batman’s tireless butler, assistant, confidant, and surrogate father figure...
, Batman's butler, introduces him to OnStar, saying that the addition will increase safety in the Batmobile. - "Joker Face" - Batman chases the JokerJoker (comics)The Joker is a fictional character, a comic book supervillain published by DC Comics. He is the archenemy of Batman, having been directly responsible for numerous tragedies in Batman's life, including the paralysis of Barbara Gordon and the death of Jason Todd, the second Robin...
through the streets of Gotham. Joker pushes a button to erect a barricade that Batman collides with, deploying his airbag. He instructs the OnStar representative to get the police to set up a roadblock, and catches him. - "Minor Setbacks" (AKA "Batman Uses OnStar") - Batman calls OnStar to unlock his door and to find the closest gasolineGasolineGasoline , or petrol , is a toxic, translucent, petroleum-derived liquid that is primarily used as a fuel in internal combustion engines. It consists mostly of organic compounds obtained by the fractional distillation of petroleum, enhanced with a variety of additives. Some gasolines also contain...
station. - "Batmobile" (AKA "Batman & Gordon") - Batman uses OnStar to call Commissioner GordonJames Gordon (comics)James Worthington Gordon, Sr. is a fictional character, an ally of Batman that appears in comic books published by DC Comics. The character first appeared in Detective Comics #27 , and was created by Bill Finger and Bob Kane...
to tell him he is coming. - "Hot Date" - The PenguinPenguin (comics)Oswald Chesterfield Cobblepot III is a DC Comics supervillain and one of Batman's oldest, most persistent enemies. The Penguin was introduced by artist Bob Kane and writer Bill Finger, making his debut in Detective Comics #58 .The Penguin is a short, rotund man known for his love of birds and his...
is chasing Batman, so Batman uses OnStar to call Vicki ValeVicki ValeVictoria Vale is a fictional character that appears in comic books published by DC Comics. The character first appears in Batman #49 , and was created by Bob Kane and Bill Finger.-1940s-1960s:...
to tell her that that he will be late. - "Riddle Me This" (AKA "Riddler") - Batman accesses his mail through the OnStar Virtual Advisor. The computer reads aloud the message that the villain the RiddlerRiddlerThe Riddler is a fictional character, a comic book character and supervillain published by DC Comics, and an enemy of Batman. Created by Bill Finger and Dick Sprang, the character first appeared in Detective Comics #140 ....
has sent: "What do a river and money have in common?" Batman deduces that the Riddler is heading to Gotham Bank and catches him.
Comics
Two special edition Batman comic books were released in conjunction with the ads. The first one was a five-page story featuring the Riddler. The second one was an eight-page story featuring Mr. FreezeMr. Freeze
Mr. Freeze, real name Dr. Victor Fries , is a DC Comics supervillain, an enemy of Batman. Created by Bob Kane, he first appeared in Batman #121 ....
.
In addition to print comics, OnStar and DC Comics created a "state-of-the-art animated interactive comic for the Web, at www.onstar.com," which let readers "shape their experience by using Personal Calling and OnStar Virtual Advisor at critical moments in the story."
Trading cards
An oversize, 5" x 3" (when separated at the perforations) trading card set was distributed at trade shows to promote OnStar's vehicle services, using their licensed Batman "sponsor." They were issued as perforated 8-card strips, sealed with tape (and the tape seal cannot be removed without damaging the cards). The back of the cards describe OnStar's services as well as providing contact information. They also give a brief history of Batman from his debut in 1939 through his adding new OnStar tools to the Batmobile in the year 2002.Sweepstakes
As part of the ad-campaign, OnStar and DC offered (from May 31, 2001) an online sweepstakes chance to win "a walk-on role in the next Batman movie," which was then "still in the planning stages," albeit "with no firm dates set yet."Impact
A survey showed that 80% of new vehicle owners recognized the brand due to the Batman OnStar commercials. New activations of OnStar service jumped 169% to nearly 300,000 subscribers between January and June 2000. Renewal rate of the service also increased from 32% to 58%. Edward Baig said that the commercials set "lofty expectations" for OnStar service in his review.Further estimates suggest an even higher increase, suggesting that the commercials raised OnStar's customer base by a factor of ten:
- "In the year 2000, OnStar expanded its customer base from 100,000 to 1 million subscribers. That dramatic growth comes thanks in part to branding efforts that use a comic book character dating back to the 1930s: Batman and his Batmobile."