It would appear that one of the things the Crossland X is good at, is matching up with moms who will just wear whatever they like when going out in their new SUV.
Naturally, these moms, despite being too tired or in a hurry to get themselves sorted and climb into some street clothes, still manage to look good while wearing just PJs.
But that’s obviously not what this ad campaign is about, not directly anyway. According to Vauxhall, it’s about bringing attitude, confidence and swagger in support of the new Crossland X.
“Pyjama Mamas is a punchy and upbeat campaign for our newcomer, the Vauxhaull Crossland X,” says Simon Oldfield, Vauxhall marketing director. “Our brief was to bring something very different to our burgeoning SUV offering, which is due to grow still further in 2017 with the launch of the larger Grandland X later in the year.”
The campaign will launch across digital, TV, PR and social platforms (among others), starting June 30th. In the TV campaign, a number of the Crossland X’s features will be showcased, such as its 180 rear-view camera, since “mamas need eyes in the back of their heads” of course.