PONTIAC'S VIBE BREAKS FIRST WORK FROM VIGILANTE

Single Spot Targets Young People Living in the Big City

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DETROIT (AdAge.com) -- Vigilante's first work for General Motors Corp. will be for the youth-aimed Pontiac Vibe sport wagon.

The New York-based Bcom3 Group agency, which won GM's first consolidated urban account early this year, created one 30-second spot for the all-new Vibe. The Vibe, which ranges in price from $16,900 to just over $20,000, is aimed at recent college graduates who have entered the work force and are living in the city, Pontiac has said.

Vigilante's spot will

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air in July and August on national broadcast and cable networks. The execution shows how useful the Vibe is for its owner, a dance club DJ. The spot uses an original sound track from Fearless Music. The tagline is "Find your Vibe."

Pontiac projected Vibe sales of 40,000 units this year. Of the 53,276 units Pontiac sold through June, 12,475 were Vibe, according to AdAge.com sibling Automotive News.

Pontiac's total first-half sales of 269,117 units are off this year vs. the same period a year ago, when it sold 281,398 units.

An East Coast Pontiac dealer told AdAge.com he has been selling a "large quantity" of Vibes to buyers 50 years and older. Mp> The new Vibe model was launched in early February with a trio of 30-second spots from Bcom3's D'Arcy Masius Benton & Bowles, Troy, Mich., that used Pontiac's umbrella theme, "Pass it on."

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