What better way to heat up sales than with a torch? Or at least a torch song. That’s what Pontiac dealers across the nation may be using in coming weeks, when a 60-second Firebird spot finished last week by Suissa Miller/Santa Monica, Calif., for the Southern California Pontiac Dealers, finds its way to all 12 of the GM division’s regions. The ad counts on a new rendition of Peggy Lee’s ‘Fever’ to set the stage for some fleeting glimpses of the car, giving the piece the feel of a strip tease for car buffs. ‘Come in for a test drive . . . Or take a cold shower,’ the tagline reads. The Southern California dealers asked Detroit’s permission to offer the spot to their colleagues nationwide, hoping to recoup some of the costs of the commercial through those sales.
Copyright Adweek L.P. (1993)
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