When Handbags Can Kiss and Men do Yoga: “It’s a Good Life” – with the New Opel Crossland X | Media OPEL International

When Handbags Can Kiss and Men do Yoga: “It’s a Good Life” – with the New Opel Crossland X


  • Crossover instead of couples therapy: Premiere for new Crossland X 360-degree campaign with Bettina Zimmermann and Kai Wiesinger on TV from June 13
  • Cool, crisp and practical: Crossland X has everything that makes life easier
  • On the bright side: Song from “Mr. Good Life” Tom Gaebel enhances campaign


Rüsselsheim.  Nowadays even handbags can kiss. Bettina Zimmermann and Kai Wiesinger discover this when their teenage daughter gets out of the car to retrieve the purse that she supposedly forgot around the corner. All the surprised parents need for this realization is the 180-degree Panoramic Rear View Camera. This is just one of five spots showcasing the new Opel Crossland X. From June 13, the new 360-degree campaign shows that the crisp, compact newcomer makes life easier and more pleasant in every respect, along the lines of “The new Crossland X. It’s a good life.”

“The Opel Crossland X is the best couples therapy,” says Opel Chief Marketing Officer Tina Müller with a laugh when referring to the charming, ironic spots. “Because the Crossland X is new, fresh and simply different. It’s a real feel-good car that helps in all circumstances and situations. Why should technologies that make life better only be available to a selected few? This is exactly why the Crossland X offers premium technologies to everyone – and we show this with our creative 360-degree campaign.”

Five campaign spots: From “true love” to “adorable puppy dog”

The actors Bettina Zimmermann and Kai Wiesinger already teamed up in front of the camera for the innovative web series “All the glamor is gone”. In the five campaign spots for the Crossland X, they also embody the modern man and woman who want to make the most of each day and flexibly define their roles. Both 30-second spots, which will be on TV from June 13, focus on the benefits of the 180-degree Panoramic Rear View Camera and the personal assistance from Opel OnStar. Three more online clips address pedestrian detection, Opel OnStar’s Automatic Crash Response and the large Crossland X luggage compartment.

This is what true love looks like: Kai Wiesinger goes to take a jog and runs right in front of his wife’s car. Good thing that she’s driving an Opel Crossland X. Thanks to innovative assistance systems, the new crossover immediately brakes autonomously[1] - and thus prevents a major relationship crisis.

Fearlessly get out of the car in a thunder and lightning storm to check the hotel situation? “Even in the era of equality, women appreciate courteous men,” says Opel Chief of Marketing Tina Müller, explaining another spot. But today’s gentleman stays out of the rain and lets the Crossland X do the work – thanks to the personal Opel OnStar assistant that reserves a hotel room in an instant[2].

Depending on the perspective, a Saint Bernard can either be a massive dog – when it comes running during yoga – or look more like an adorable puppy dog compared to the Crossland X’s 1,255 liter capacity trunk. And why do women always talk so much? That’s called enthusiasm. “… and if no one says anything in the event of an accident, the OnStar advisor automatically sends help,” says Bettina Zimmermann at the end of her monologue. To which Kai Wiesinger cheekily responds: “That can’t happen with you!”

In the world of social media: Discover the Opel Crossland X over and over again

In addition to the humorous TV and online spots, there are more product videos on YouTube. They show how the crossover makes every drive more relaxing right from the first minute with technologies ranging from the 180-degree Panoramic Rear View Camera, full LED headlamps and Forward Collision Alert with Automatic Emergency Braking to pedestrian detection[1] as well as with top comfort and flexibility. The approach on social media channels such as Facebook and Instagram is differentiated according to target group and interests, and the communication elements build on each other. Users can discover new features every time and are then directed to the vehicle configurator or to a form to make an appointment for a test drive to experience the Crossland X for themselves. All spots are also available in an exciting vertical format version specifically for mobile end devices.

Tom Gaebel delivered the perfect soundtrack for the campaign. The celebrated jazz star has been in the spotlight for years as “Mr. Good Life”. “The new Opel Crossland X is a feel-good space and good mood on four wheels,” says the entertainer and singer, who spreads a “good mood” wherever he goes with his sonorous voice.

The idea for the innovative 360-degree campaign with Bettina Zimmermann and Kai Wiesinger came from the agency Scholz & Friends in Hamburg. Creative Managing Director Wolf Heumann says: “It is the loving coolness that Kai and Bettina radiate, that we all need more of – that’s what we wanted to give to the Crossland X.” In the last years, Opel Marketing has collaborated with Scholz & Friends and implemented a number of successful campaigns.


[1] Forward Collision Alert with Automatic Emergency Braking and pedestrian detection, available from summer 2017: Works automatically above 5 km/h and below 85 km/h. From 5 to 30 km/h the deceleration metric to reduce the impact speed of the collision is 0.9g. From 30 to 85 km/h the system brakes to the speed by a maximum of 22 km/h. After this threshold, the driver needs to brake himself to reduce the speed even further.

[2] Via Booking.com. E-Mail address and credit card required.