Pontiac Launches New Hispanic ‘Corre por tus Venas’ Advertising.

Pontiac debuted this week the first television ad of a new Hispanic targeted campaign titled “Corre por tus Venas” (It runs through your blood.) Created and produced by Accentmarketing, the national spot is the original Hispanic execution of the general market Pontiac “Fuel for the Soul” campaign. The :30-second spot debuted this week on Univision, Telemundo and Fox Sports Español.

“This initiative represents the largest Hispanic national quarterly media buy in Pontiac’s history,” commented Sonia Maria Green, Director of Hispanic Marketing for General Motors. “Latino consumers represent an important consumer base for General Motors and Pontiac. We are committed to being the company of choice for Latinos by bringing them the best quality products, and by communicating to them in the most relevant fashion possible. This campaign, and its focus on Latino culture and values of liberation and empowerment, is an example of that commitment.”

“The Hispanic spot delivers Pontiac’s core messages of power and performance in a culturally relevant way,” said Mark-Hans Richer, director of advertising and sales promotion for Pontiac. “We believe that the Pontiac brand essence of performance and power delivers a strong emotional and visual message about the brand to the Hispanic market.”

Presenting Pontiac in a high-energy, emotionally provocative creative platform, the spot uses original music that combines Hispanic rhythms and contemporary music styles. Selected visuals and copy, along with the strategically developed music, are intended to create an emotional rush that encourages viewers to ignite their senses.

Spanish Copy
“Si tu corazón late más rápido… Si tu respiración se acelera… Si tus sentidos se liberan… Estás manejando un Pontiac… Pontiac. Corre por tus venas.”

English Translation
“If your heart beats faster… If your breathing is accelerated… If your senses feel liberated…You are driving a Pontiac… Pontiac. It runs through your blood.”

The new tagline “Corre por tus Venas” (It runs through your Blood) is meant to leave a lasting impression on viewers and help them understand that Pontiac is and always will be about performance and sporty, athletic designs.

Retail extensions of the campaign will utilize the “Corre por tus Venas” creative framework. These retail spots will include strong product introduction, including performance facts. The spot ends with a point-of-sale offer.

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