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D’Arcy Masius Benton & Bowles takes a page from reality TV in its new campaign for Pontiac.
For the spots, people selected at random were given a week off from work, the keys to a brand-new Pontiac and left to do what ever they wanted with the vehicle. The subjects were followed by cameras as they drove to various activities, such as skydiving and road-tripping to Atlantic City.
“It’s reality television meets marketing,” said Lynn Meyers, Pontiac-GMC general manager.
The campaign was set to break during the Emmys on Sept.
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