General Motors Corp.'s Pontiac brand launches the 1997 Grand Am this week on national network and cable TV. The first spot, from D'Arcy Masius Benton & Bowles, Bloomfield Hills, Mich., shows the car moving through an animated engin eer's blueprint from design studio to the road. The new tag, "Built for kicks. Built for keeps," reflects a new focus on the car's reliability, said Lisa Baird, Grand Am brand manager. Grand Am's 1995 measured media spending was $34 million.