General Motors Corp., Detroit, changes the tagline for the Pontiac Grand Am to "Are you a hard-core driver?" in a new national TV spot arriving Sunday during the NBA playoffs. The Troy, Mich., office of D'Arcy Masius Benton & Bowles re-edited all prior spots with the new tag, aimed at improving positioning of the car's stronger frame in tough driving conditions. The old tag was "Excitement. Well built." Pontiac spent $60 million in measured media in 1999 for the sedan and coupe, according to Competitive Media Reporting.
Copyright April 2000, Crain Communications Inc.