Advertising Campaigns: Pontiac

The first ads for the Pontiac Torrent SUV were launched last week to expand upon Pontiac's largest Hispanic advertising campaign ever. General Motors, who owns the Pontiac brand, is trying to increase its market share among Hispanic consumers.

Print executions add the new Solstice roadster and G6 coupe in single treatments and will appear in Hispanic automotive, sports, business and lifestyle publications throughout November and December. Other special print inserts are planned for select December issues. In 2006, General Motors will spend approximately $6 million in Hispanic magazines.

Pontiac is a division of General Motors Corporation and markets the G6 sedan and coupe, GTO, Solstice Roadster, Torrent SUV, Grand Prix, Vibe and Montana SV6. In 2006, Pontiac will introduce the G6 retractable hardtop convertible. Pontiac sold more than 474,000 vehicles in 2004, ranking third among GM divisions in total sales.

TV component

A new original Spanish language television ad titled “Metamorphosis” featuring the Pontiac Torrent SUV and racecar driver Milka Duno begun running October 17. Duno is the first Hispanic woman to win an international sports car race in North America. The original Hispanic dedicated spot again features music by Grammy Award nominated Latin rock band Kinky titled "Mirando de Lado.” The song was recommended by Virgin Music, who has been recommending music from emerging artists for all of Pontiac's general market and Hispanic advertising.

“Our research indicates that Hispanic consumers see Milka representing style and performance,” said Mark-Hans Richer, Pontiac marketing director. “And they are making a positive association between her and Pontiac.”