Que Sabor, Pontiac!: GM Goes After Sexed-Up Latin Market

It's on days like this we wonder if it's really the best idea in the world for a bunch of white guys from the midwest, who wouldn't know mofongo from chicken-fried steak, to be promoting a campaign to attract hispanic buyers. Also to blame are the hispanic-market consultants who've lived in Pelham Manor so long the vowels on the end of their names are like dead appendages. To wit:

Pontiac Launches "Seductive" Hispanic Campaign

New Ads Emphasize Sexy Styling; Feature Unreleased Song by Kinky

DETROIT - Building on its recent successful Hispanic marketing efforts, Pontiac today announced the next phase of a campaign designed to highlight the brand's sexy image to this important audience. "Dise ado Para Seducir," or "Designed for Seduction," will launch on June 19th with two all-new television ads to air on national Spanish-language networks.

Created by Pontiac's national Hispanic agency of record-Accentmarketing, the ads feature a playful take on the inherent sexiness of Pontiac's latest designs:

* In "Grab", the woman literally can't keep her hands off the keys of the new Pontiac Solstice
* In "Traffic Stop", the driver of a G6 Convertible gets more attention than he expected from the police

To set the mood for each spot, the band chosen was Kinky; a progressive Mexican band with a fresh, youthful and contemporary sound that meshes perfectly with the Pontiac brand. The song selected for these spots is titled "Una Linea de Luz", and it will be featured in their new album Reina, which will launch on September 5th, 2006.

"With this campaign, we intend to provoke, free desires and update the way people see Pontiac. This brand is sexy, and no one will be able to deny it once they see or drive Pontiac's new models" said Juan Carlos Piedrahita, VP Group Creative Director at Accentmarketing.

Who said Kool-Aid doesn't come in tamarindo flavor? Counterpoint: More Milka Duno.

Related:
Discovery Channel Dedicates One to the Ladies; They All Turned the Color of Avocado: Mercury Shows Hispanic-Themed Milan at Miami Fashion Week [internal]