GM PROMOTES VIBE
By Adnews Staff
General Motors of Canada is promoting its 2003 Pontiac Vibe with a new campaign from MacLaren McCann of Toronto. The campaign has been created around a music theme. The song "Chocolate Elvis" by Tosca is used in five 15-second television commercials. Each spot links the beat of the song to a scenario in which bystanders are affected by the "Vibe" when they are near it. The tagline is "Are you getting the Vibe?" The Web site address <http://vibe.gmcanada.com> also appears in the television ads. The site contains additional information about the car. The campaign presents five characters that have their own Web site at <http://www.yourvibe.com>, which illustrates how the car fits into their individual lifestyles. Visitors to the site can also click on a radio icon to hear music from various genres according to the likes the five Vibe characters. The advertising targets "technologically savvy" youth, according to GM.