Pontiac Targets Age, Attitude

D’Arcy’s Ads for Bonneville Go After Men Who ‘Like Their Toys’
DETROIT–D’Arcy Masius Benton & Bowles is targeting middle-aged adults who “like their toys” in a new campaign for the Pontiac Bonneville, according to an agency official.
The target audience is 60 percent male drivers in their late 30s or early 40s who have maintained a “youthful” attitude, said Mark Zapico, senior vice president and co-group creative director on Pontiac at the Troy, Mich., agency. The spots continue the tagline, “Luxury with attitude.”
The model is on course for a spending boost from General Motors. GM’s Pontiac division spent about $25 million on measured media advertising for the Bonneville in 1999, according to Competitive Media Reporting. The division had already spent $10 million on the brand through the first two months of 2000, according to CMR.
The two 30-second TV spots were directed by John Amiel, who directed the thriller Entrapment with Sean Connery and Catherine Zeta-Jones. Both spots have the feel of a “techno thriller,” a movie genre that the target audience finds appealing, Zapico said. Both spots show different aspects of the Bonneville’s technological prowess in suspenseful, James Bond-like scenarios.
“Very personal” broke earlier this month and highlights the vehicle’s programmable personalization system. Drivers can use the system to personalize and keep in memory the car’s settings, including driver’s seat position, climate control, audio system controls, exterior mirrors and automatic door locks.
Production is just finishing on the second spot, titled “Steer clear,” which breaks later this month and includes a chase sequence, Zapico said.
Future spots will use different plots to showcase other technological features in the car, Zapico said. “The first one introduced the character and the situation and his vehicle, and that’s like the opening of a movie,” Zapico said. “The next ones will be different chapters in the story.”
No new print work is planned to accompany the TV spots, Zapico said. Some of the old print will continue to run. K