Pontiac Uses Its Biggest Ad Budget To Play Up The 'Solid' Grand Am

DETROIT – Pontiac this week kicks off the biggest model campaign in its history – more than $100 million – for the 1999 Grand Am. A $4-5 million effort targeting Hispanics will follow in June and run through year’s end.
The new ads play up the sturdiness of the car. One TV spot, from D’Arcy Masius Benton & Bowles in Bloomfield, Hills, Mich., opens at a day-care center where young kids and babies are rattling their rattles, shaking their cars and squeaking toys.