Opel’s UK division is launching the Yes, it’s an Astra” campaign to point out everything that makes its new hatchback remarkable.

The all-new model is meant to be capable of making other people jealous with its 4G WiFi capability, avoid collisions with animals (a fox in this case) due to its IntelliLux LED matrix lights, and impress readers who find out about its stellar reviews from different motoring publications.

According to Simon Oldfield, Vauxhall sales & marketing exec, the new campaign will surprise people as they “realize how Vauxhall is raising the bar.”

“Already heavily-lauded by the motoring press, the Astra takes huge steps forward in terms of quality, design and connectivity. At 200 kg lighter than its predecessor, with new powertrains and cutting-edge technology, the new Astra is set to shake up the C-segment.”

The ad will be rolled out across poster, print, TV, cinema, digital, … well, everywhere and, where applicable, its music score will be the Kaiser Chiefs’ “Oh my God”.

The TV campaign will encompass 30-second spots secured in key programs and sporting events (such as Premier League football) during the Christmas period. Starting on Friday 8th, January 2016, the all-new Astra will show up in cinemas as well, before the start of movies such as “The Danish Girl” and “Trumbo”.

Of course, no PR release is complete without impressive figures. In this case, Vauxhall states that one in four Britons has owned or driven an Astra and no fewer than 3 million Astras have been sold over the past 36 years – of which, 50,000 in the past 12 months alone.

First Volkswagen decides to go with… “Volkswagen”, now the slogan for Astra’s ads is “Yes, it’s an Astra”: is stating the obvious the new “it” thing or are we missing something here?

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