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D’Arcy’s Ads for Bonneville Go After Men Who ‘Like Their Toys’
DETROIT–D’Arcy Masius Benton & Bowles is targeting middle-aged adults who “like their toys” in a new campaign for the Pontiac Bonneville, according to an agency official.
The target audience is 60 percent male drivers in their late 30s or early 40s who have maintained a “youthful” attitude, said Mark Zapico, senior vice president and co-group creative director on Pontiac at the Troy, Mich., agency. The spots continue the tagline, “Luxury with attitude.”
The model is on course for a spending boost from General Motors.
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