Beep! Beep! DMB&B Super Bowl Spot Teams Wile E. Coyote, Pontiac

General Motors’ Pontiac-GMC division will launch two 30-second spots highlighting two different vehicles during Sunday’s Super Bowl XXXII broadcast on NBC, said Bob Kraut, the division’s advertising manager.
A spot for the Pontiac Grand Prix will air during the first quarter, followed by one for the Pontiac Firebird during the second quarter. Also, for the second straight year, the Grand Prix is the official sponsor of the Super Bowl’s Post Game Show–during which the spot from first quarter and two other Grand Prix ads will air.
All the spots were created by Pontiac’s national agency, D’Arcy Masius Benton & Bowles in Troy, Mich. GM’s lone spot last year–for the Cadillac Catera, featuring supermodel Cindy Crawford–was also created by DMB&B, which is Cadillac’s national ad agency as well.
“There’s no better forum than the Super Bowl to demonstrate the relevance of your brand and also gain immediate visibility and impact to that,” Kraut said.
The Grand Prix spot, “Coyote,” features Warner Bros. Looney Tunes cartoon character Wile E. Coyote using a wide-track Grand Prix to try and catch the elusive Road Runner. The ad continues the “Wider is better” themeline introduced during the last model year.
The spot features high-tech 3D animation and state-of-the-art computer animation technology that places live-action running footage of the Grand Prix into the cartoon imagery. DMB&B partnered with Warner Bros. Classic Animation in Los Angeles and Industrial Light and Magic Commercial Productions in Marin County, Calif.
A teaser print ad anticipating the “Coyote” Super Bowl spot runs this week in Time, Newsweek and USA Today.
Pontiac will also feature its Firebird sports coupe during a 30-second Super Bowl spot called “Hungry.” The Firebird epitomizes the Pontiac brand’s overall image for “driving excitement,” Kraut said.