D'Arcy Rebuilds Tag for Pontiac

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D’Arcy Masius Benton & Bowles developed a special tag for a campaign pushing Pontiac Grand Am’s tie-in with drag racing.

Three TV spots and a print ad focus on Pontiac’s association with the National Hot Rod Association. The Grand Am is the “Official Pace Car” of the NHRA this year. Instead of using the regular Grand Am tagline, “Excitement. Well built,” the work is tagged, “Extreme excitement,” said Mark Zapico, D’Arcy creative director.

D’Arcy, Troy, Mich., is the national agency for General Motors’ Pontiac and Cadillac brands.



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