Chemistri Takes ‘Action’ for Pontiac G6

DETROIT General Motors’ Pontiac launches a campaign titled “Action” with two new spots for its G6 sedan set to air on Saturday during NCAA football coverage on ABC and ESPN. The push follows a G6 teaser effort that ran during the Summer Olympics.

In one of the new spots, titled “Ray,” a G6 driver appears to accept the “challenge” issued by a ray of light that darts across the landscape. The other ad, “Starting Gate,” compares the G6 to a racehorse, champing at the bit and eager to burst out of the gate.

Publicis Groupe’s Chemistri in Troy, Mich., crafted the campaign. The client spends $165 million annually on ads, per Nielsen Monitor-Plus.

The “Action” campaign will also include print and outdoor executions, as well as dedicated Web pages at and the G6’s own site,

The company said that more than 250,000 consumers responded to the teaser ad by visiting in the first 11 days after it went up.

“‘Action’ builds on the foundation we laid with ‘Fuel for the Soul’ last year,” said Mark-Hans Richer, Pontiac’s marketing director, in a statement. “As Pontiac rolls out several new products over the next year, ‘Action’ helps underscore the fact that not only do our customers have a bias for action, so do we.”

Pontiac is projecting first-year G6 sedan sales of 170,000. Next year, Pontiac will add a coupe version of the G6.