Pontiac Expands on Largest Hispanic Advertising Campaign with First Torrent SUV Advertising Featuring Racer Milka Duno
DETROIT – The first batch of Torrent SUV advertising for the Hispanic market launches next week to expand upon Pontiac 's largest Hispanic advertising campaign ever. A new original Spanish language television ad titled “Metamorphosis” featuring the Pontiac Torrent SUV and race car driver Milka Duno will begin running October 17. Duno is the first Hispanic woman to win an international sports car race in North America . The original Hispanic dedicated spot again features music by Grammy Award nominated Latin rock band Kinky titled "Mirando de Lado.” The song was recommended by Virgin Music, who has been recommending music from emerging artists for all of Pontiac 's general market and Hispanic advertising.
The treatment illustrates a magical transformation of Milka Duno and her racecar to the Pontiac Torrent driving throughout an urban city landscape. Visual effects and 3D and 2D paint provide dynamic choreography to communicate that the Pontiac Torrent expands Pontiac 's total performance boundaries by combining car-like agility with SUV capability and versatility. The Torrent's presence provides an athletic yet sophisticated driver focused interior with unexpected details while still providing SUV functionality.
“Our research indicates that Hispanic consumers see Milka representing style and performance,” said Mark-Hans Richer, Pontiac marketing director. “And they are making a positive association between her and Pontiac.”
Print executions add the new Solstice roadster and G6 coupe in single treatments and will appear in Hispanic automotive, sports, business and lifestyle publications throughout November and December. Other special print inserts are planned for select December issues.
Pontiac is a division of General Motors Corporation (NYSE: GM) and markets the G6 sedan and coupe, GTO, Solstice Roadster, Torrent SUV, Grand Prix, Vibe and Montana SV6. In 2006, Pontiac will introduce the G6 retractable hardtop convertible. Pontiac sold more than 474,000 vehicles in 2004, ranking third among GM divisions in total sales. More information on Pontiac and its products can be found on the division's website at and in Spanish at .
Contents ©® 2001/2002 Milka
Duno - All Photographs Courtesy of Octavio Estrada