General Motors Corporation: Driving Excitement campaign (1993)

Jack Rummel

In 1992 the Pontiac division of the General Motors Corporation (GM) changed its decade-old theme line slightly, from "We build excitement" to "We are driving excitement." The new campaign shifted emphasis from overall brand building to supporting individual models.

General Motors Corporation: Driving Excitement campaign

Jack Rummel

Overview

In 1992 the Pontiac division of the General Motors Corporation (GM) changed its decade-old theme line slightly, from "We build excitement" to "We are driving excitement." The new campaign shifted emphasis from overall brand building to supporting individual models. The next year, D'Arcy Masius Benton and Bowles of Troy, Michigan—the division's ad agency—again shifted the theme line slightly to "Driving Excitement by Pontiac" before truncating the slogan to simply "Driving Excitement" in 1995.

In 1996 Pontiac introduced brand management, defining each of the six models with its own personality. The next...

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