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Hendrix’s ‘Fire,’ A New Tagline Aim Pontiac Sedan At Target Buyers
DETROIT–D’Arcy Masius Benton & Bowles targets the young car buyer with an adventurous spirit but limited cash flow in a new campaign for Pontiac’s 1999 Sunfire.
Two 30-second TV spots feature the Jimi Hendrix song “Fire” and a new tagline: “Hot set of wheels. Money left to burn.” The campaign broke Aug. 24 in an abbreviated spot and network flight, and will return with heavy prime-time exposure in October and November.
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