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General Motors backs an ambitious fourth-quarter ad plan for Pontiac with a campaign intended to convey the ex cite ment of driving. It’s tagged, “Fuel for the soul.”
The tagline re places “Pass it on,” which was created largely for the launch of the Pontiac Vibe last fall, said Mark-Hans Richer, director of advertising and sales promotion at Pontiac. The old tag was deemed “not broad enough to carry the entire brand and all of the new product,” he said.
D’Arcy Masius Benton & Bowles, Troy, Mich.,
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