PONTIAC REVS UP 'XXX' PROMOTION FOR GTO

Vintage Muscle Car Gets Screen Time in Upcoming Summer Flick

By Published on .

DETROIT (AdAge.com) -- A 1967 Pontiac GTO gets lots of screen time in Revolution Studios' XXX, a new spy thriller released nationwide by Columbia Pictures Aug. 9.

The vintage muscle car is actor Vin Diesel's main vehicle.

General Motor Corp.'s entertainment agency, Norm Marshall & Associates, Sun Valley, Calif., handled the movie placement.

Bccom3 Group's D'Arcy Masius Benton & Bowles, Troy, Mich., created Pontiac print ads tied to the movie. The print promotion is for a related sweepstakes at pontiac.com that offers a chance to win a trip to meet Mr. Diesel at the 2003 Daytona 500 motorsports' race. D'Arcy sibling Digitas handled the Web site.

Spending wasn't disclosed, but Columbia is said to be spending an estimated $30 million behind the action flick.

GM will use the movie to build GTO awareness among younger buyers because it will bring back the car as a 2004 model late next year.

Pontiac sold GTOs from the 1964 through '74 model years.

This is not Mr. Diesel's first time behind a muscle car. The up-and-coming action star also drove a tricked-up Dodge Charger in last year's hit Fast and the Furious.

In this article:
Most Popular