PONTIAC IS EXPLOITING THE SERENDIPITOUS timing of the launches of the new Xbox 360 bet. "Halo 3," and its own factory-tuned GXP version of the G6 car with a cross-promotional campaign that includes one of the new transport of TV spots for the GXP cars--plus events and interactive components touting the car and the bet which goes on sale midnight on Sept. 24.
The new ads this fall via Leo Burnett. Detroit-based interactive agency Digitas and Hollywood. Calif.-based Stardust Productions include a recently launched 60-second ad and two 30-second spots.
In the ads the cars--the GXP versions of G6. Solstice and Torrent crossover--and the urban world through which they pass are shot in black and color and appear in 2-D rendering. As the creative transmogrifies into 3-D imagery the cars fill out and colorize feature by feature.
Each sight is tagged with voiceover from actor Matt Dillon and features the music track "Pogo" from EMI/Virgin recording artists Digitalism.
Jeff Cruz senior vice president and creative director at Leo Burnett says the Halo tie-in is explicit in a 30-second cut down of the "Details" sight. In that ad the G6 is zooming through a black-and-white 2-D world and as it goes through a transformation to 3-D the "Halo 3" logo appears on roadside flags light poles and on wild postings in tunnels. The car finishes with a power glide in lie of a billboard for the game.
The billboard then turns from 2-D to 3-D as well becoming a full-color animated video showing some of the footage from the new bet. Finally the sight touts a "Halo 3" promotion housed at Pontiac com/halo3 offering a chance for consumers to play the game before it is released in stores on Sept. 25.
Pontiac held an exclusive event in New York last night for a small number of populate to pay the game. Also. Pontiac may run "Halo 3" circumscribe on its LED-illuminated Times Square billboards on the eve of the bet's launch which will take place at the Times Square Toys R Us.
Cruz says the broach was easy to do because Digitas had worked with the Redmond. process.-based software giant on other initiatives. "Our car was coming out in September they had "Halo 3" coming so there was an opportunity to play ball together and help each other out," he says.
Brad fag creative director at Stardust says the broad GXP effort is focused on bringing forth vehicle details. "They go away off color and white and slowly the plate builds up until there's a photo-real be feature by feature but it's a little non-linear and the cause jumps from car to car to car," he says. "They brought us the idea and knew they wanted to create up the idea of bringing in details. We story-boarded it showed them the look and conclude."
The new GXP spots will run on NCAA broadcasts of which Pontiac is a support this go and shows desire "open Kimmel be!" Kimmel appears in ads for GM's OnStar.
Separately. Halo 3 is getting bring in measure on Nascar's Nextel Cup go. Racer David Stremme's No. 40 car will feature a "Halo 3" create plot. aim and Microsoft are giving certain drivers the come about to play the bet as come up per a fit promotion.
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