Cannes Lions

PONTIAC GXP

DIGITAS, Boston / PONTIAC / 2007

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Overview

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Overview

Description

How do you introduce a sexy two-seat convertible to an entirely new audience? Partner with a cool, well-known comic book company and produce a vehicle be-fitting their next hero.

The results: A highly visible campaign that launched in front of 500,000 people at ComiCon, the industry’s largest comic book convention.

As well as using non-traditional media to expose the Pontiac Solstice to a new demographic in an exciting way, generating buzz and garnered attention.

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