Samuel L. Jackson to Star in Pontiac Ads | Adweek
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Samuel L. Jackson to Star in Pontiac Ads

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NEW YORK Actor Samuel L. Jackson will pitch the 2004 Pontiac Grand Prix in a series of new TV spots breaking this week.

The effort, via Vigilante in New York, Pontiac's urban-marketing agency, is aimed at multicultural, urban markets. Spending for the effort was not disclosed. General Motors spent nearly $175 million overall on advertising for its Pontiac brand last year, according to Nielsen Monitor-Plus.

The campaign uses the division's year-old "Fuel for the soul" positioning, which features funk music by the likes of James Brown and was developed by Chemistri in Detroit.

One ad, which touts Grand Prix's performance package, called "Comp G" for Competition Group Option Package, features Jackson ruminating on red, the color of the souped-up car's front and rear brake calipers, which he refers to as a "pair of shiny red shoes."