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News of July 17, 2002

General Motors Breaks New Urban Advertisement For Pontiac Vibe

Pontiac Vibe

Photo: GM

DETROIT - General Motors unveiled a television ad for Pontiac's newest model, the Vibe. It targets young, urban-minded, trendsetters with a tagline urging viewers to "Find Your Vibe." This is the first work for GM from Vigilante, a unit of Bcom3 Group's Pangea.

The spot, while it highlights the Vibe's built-for-youth features, including the compact's trendy spacious design, affordable price, in-dash six-disc CD changer, and household style outlet, is really about the sensibilities and lifestyle of the young, urban consumer. The spot will air on network, news and cable outlets during July and August.

The spot features a DJ and shows how the Vibe facilitates his lifestyle. It begins with quick cuts of the DJ mixing some vinyl in his apartment. This is a prelude to his gig at a dance club later that night. The spot shows how his Pontiac Vibe facilitates his life; getting him and his gear to and from the club. The spot is set to an original track of music from Fearless Music that is a fusion of Indian, Japanese, hip hop and rock music.

"This commercial is meant to introduce the Pontiac Vibe as a vehicle designed for the young trend-setting, new car buyer who is looking for the next thing," said Chris Robinson, director of youth marketing and sales for General Motors. "We do this by showing how the car facilitates the lives of those who have found their vibe. Think of the spot as a thirty-second music video that showcases the personality of the buyers we want to attract and then reveal how the Vibe is the logical vehicle for them."

The commercial can be viewed online at http://www.pangeapartners.com/portfolio/breaking/.

(July 15, 2002)

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