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DMB&B's Saturation Effort Looks to Enliven Pontiac Car's Image
DETROIT--D'Arcy Masius Benton & Bowles is taking an "intrusive" approach in a campaign for the restyled Pontiac Bonneville luxury sport sedan.
The effort includes what the automaker is calling "domination displays" in five major-market transit centers, with all available ad space to be plastered with Bonneville advertising. The locations include the World Trade Center and Port Authority in New York, Union Station and CitiCorp Center (also a commuter train terminal) in Chicago and the 30th Street Station in Philadelphia.
Ads went up at those locations over the weekend and are expected to reach 1.5 million consumers every workday, said Stan Fields III, group account director for Pontiac at
D'Arcy. About 60 executions varying in size and shape will fill "every nook and cranny" of the venues, he said.
Outdoor ads will also run in nine other cities, including Atlanta, Minneapolis, St. Louis and Los Angeles.
The theme is "Anything but ..."--a new expression of the continuing tagline "Luxury with attitude." Research showed while the Bonneville has good name recognition, it lacks the contemporary image the division wants, Fields said. But when consumers were shown pictures of the current model, they were surprised because it didn't fit their image of the car as something their forebears drove, he said.
Quirky visuals portray the Bonneville as a different kind of luxury vehicle, Fields said. In one, a spiked collar follows a bow tie. The headline reads, "Anything but hoity toity," followed by a front shot of the car. Another shows an older woman with a feather boa followed by a woman holding an actual snake. The headline: "Anything but warm and fuzzy."
"It's got an attitude and a 'snark' to it, kind of an irreverence," Field said.
Print breaks today in newsweeklies and automotive enthusiast titles. Three 30-second TV spots with a similar theme break at the end of October. Bronner Slosberg Humphrey, Boston, is handling direct mail and Internet ads.
Spending is due to rise from last year, when the General Motors division put about $14 million behind the model, per Competitive Media Reporting. Spending through June of this year was about $3 million.