DMB&B Mixes Attitude, Frugality For Sunfire

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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.

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