Ride, Pontiac, Ride
While finding the finding the classic commercial for yesterday's Pontiac Fiero Car Lust, I stumbled across this 1987 Pontiac commercial. I love this ad--not only does it trigger my primal atavistic desire to buy a Pontiac, but future historians could use this clip to sum up the major themes of the late 1980s.
- Metal rock
- Pink and purple backlighting
- Big hair
- Wacky high-fives (0:06)
- Entirely white outfits (0:10)
- Slow, purposeful turns of the head by guys with stubble and bushy hair (0:14)
- Wearing sport jackets with T-shirts (possibly undershirts in this case) (0:17)
- Jumping into a convertible over the door (seriously, why?) (0:23)
- Cars on weirdly-lit moonscapes (0:38)
- Purposeful shifting with driving gloves (three times)
I love how this ad shows off Pontiac's slickest iron--including the uniquely 1980s monochromatic Grand-Am and the convertible Sunbird. One of the greatest moments is the slow pan over the Sunbird logo. SUNBIRD!
It's just too bad the Parisienne was discontinued the previous year; it would have been a great addition to this ad.
--Chris H.
Frank Black on January 24, 2008 at 12:55 PM
That is classic 1980s. Thanks.
I admit I also have a lust for Pontiacs, probably from my childhood when Pontiacs really were the hot brand. My family had a 1960-something Catalina. I also really liked the styling of the mid-late '70s models, especially the Firebird and Gran Prix.
I may be in the market for a new car in a while and for the first time in years, I might give Pontiac a decent look with the new G8.
Mochi Mochi on January 24, 2008 at 01:23 PM
As I watched I could not help feeling like I had seen something like this somewhere. The style - the beat, the bass guitars, the undershirts, and the hair. It really reminded me so much of the Michael Jackson videos for "Thriller" and for "Beat It". And I'm thinking to myself did Beat It influence the pontiac ad? But the dates would be wrong for that. Thriller and Beating were in 83 - this commercial in 1980. So now I'm wondering if the gloved wonder was a Pontiac fan and got really excited by this ad. Could the sunbird have influenced pop music history? Was director John Landis making car commercials before he made music videos? A mystery to be pondered.
Joseph Price on January 25, 2008 at 03:44 AM
God, I remember that commercial....and yeah, you're right...guitar, music, 80's clothes, I want to go get a Pontiac again!!!
Cookie the Dog's Owner on January 25, 2008 at 09:39 AM
This is far superior to any commercial that GM is running today. While it clearly is a product of the 80s, I don't know that it would look too out of place if it ran in a block of ads on TV today.
It did hit me that the G-body Grand Prix (0:34) sure looks out of place next to those sleek Firebirds and Fieros.
Gillian on January 29, 2008 at 05:48 PM
Awesome ad! And Canadian too, which means it was probably made my the ad agency that I work for now - on the Pontiac account no less! I like to think that our current ads aren't so cheesy but who knows how they'll play 20 years from now.
Here's a link to my personal fav '80s Pontiac ad. The picture isn't great but the soundtrack and voiceover is priceless. Grand Aaaaaaaam!
http://www.youtube.com/watch?v=FQQRPIqUznc
Chris Hafner on January 29, 2008 at 11:13 PM
Mochi Mochi: "So now I'm wondering if the gloved wonder was a Pontiac fan and got really excited by this ad."
Mochi Mochi, my hat is off to you. This is one of the most incredibly compelling thoughts I've had the pleasure of reading in a long time.
I *love* the idea that Michael Jackson penned his greatest hits, perhaps tapping a pencil thoughtfully against his temple, with the strains of a Pontiac advertisement running irresistibly through his head.
So much so that I regret extremely the fact that the Pontiac ad aired in 1987, not 1980.
Chris Hafner on January 29, 2008 at 11:21 PM
Cookie the Dog's Owner: "It did hit me that the G-body Grand Prix (0:34) sure looks out of place next to those sleek Firebirds and Fieros."
Actually, I think that was the weirdly monochromatic late 1980s Grand Am. Which makes one wonder, though, why the Grand Prix was neglected. Perhaps Pontiac didn't want to show off the stodgy old Grand Prix with the sleek new GM10 Grand Prix right aroud the corner?
Mark Zapico on February 14, 2008 at 07:10 AM
While doing some research I stumbled across your blog and the Pontiac Commercial from 1987. This brought back found memories because I was the Art Director responsible for Ride, Pontiac, Ride of which the spots you have were the first. I worked for DMBB in Bloomfield Hills, MI under ECD Steve Kopcha and CD Noel Nauber and we were the ones who produced this particular campaign. Not Pontiac's Toronto agency. I still have the orginal storyboards. However, we did shoot the campaign in and about TO for a month. Our director was Bob Canning, a fine Canadian and the DP was Oliver Wood (who most recently shot the third Jason Bourne movie) Look closely and you'll see one hit wonder Alana Miles, too. The music was original and penned by LANY music.
This commercial not invigorized the dealers, it motivated the entire division and pushed Pontiac to #3 at the time.
I sincerely appreciate the kind words for you and your bloggers regarding this campaign. i f you have any questions or would like more information please feel free to contact me.
Mark Zapico
Associate Professor, Chair
Advertising Design
College for Creative Studies
Chris Hafner on February 14, 2008 at 09:00 AM
Fantastic, Mark! Great job on the commercial. I asked my wife, who couldn't care less about cars, and she remembers that ad crystal-clear.
It's great music, and the filming is very atmospheric. I love the music store's neon sign, too.
Don Massey on March 19, 2008 at 11:41 AM
G'day.
Following up on Mark's comments about the D'Arcy team from the 80's. I worked with Noel Nauber from the D'Arcy STL days through Bloomfield Hills on jingle campaigns, and I've lost touch with Noel. I'm going to ring up Bruce Duffey soon, but I'm wondering if you know where Noel is right now?
All the best, and thanks in advance.
Sammy on July 11, 2008 at 02:27 PM
At 0:25 there is woman shifting. Look at her leg behind her hand, it appears she is wearing nothing but stockings. Is she driving in her lingerie?
rick on August 04, 2008 at 08:00 PM
i know I'm late to the party, but I HAD to comment on this in case anyone is still reading it (especially Mark)...
During my first year or two of college (this would have been '87 or '88), the local shopping mall had some big MTV-type event with lots of booths and kiosks. One was a Pontiac display, a wall of TV screens maybe 4 high and 4 across, running a long Pontiac commercial using an extended version of this jingle on infinite loop. During different parts of the ad, the screens would sometimes show multiple pictures, sometimes one big picture spread across all the screens. I remember being mesmerized by it, watching it through several repetitions... I thought it was brilliant at the time. Wish I could find THAT one on YouTube...
--rick
Pose on August 08, 2008 at 05:55 PM
Where can I find an mp3 or CD with this jingle?
Rob Torz on September 05, 2008 at 07:15 AM
Small world, this seems like a DMB&B alum blog - Noel/Mark and the rest of the Pontiac team made even the Bonneville a hot car to drive! I worked at the company and those guys made it a great place to be everyday.
Gstar7 on December 23, 2008 at 01:30 PM
OK-1989, driving my Firebird Formula (my second Pontiac of the DECADE!!), wearing my "Vice" jacket, shifting with my black leather driving gloves with my big hair girlfriend at my side! To those who weren't there, this was perfectly normal behaviour-and it was great!!
BTW- Great Post and Great Blog!!! Found this blog surfing at work. Thanks for bringing back some great memories and some great cars.
Look forward to more posts.
Shawn on May 01, 2009 at 04:16 PM
Why show a black Fiero getting a ticket in the ad? I wouldn't want to own a car that even the manufacturer is unabashedly admitting is ticket bait.
John B on May 03, 2009 at 09:39 AM
Very well done ad, congratulations to Mr. Zapico and his co-workers. Not a bad idea to try and build excitement for the entire line (okay, most of the line) instead of focusing on one car.
Who knows, somebody who really wanted a Firebird but couoldn't afford it...or the insurance...probably went home from the dealer with a Sunbird.
But you're right it does show a lot of 80s influences.
Miami Vice meets Flashdance.
Brian72 on May 08, 2009 at 07:15 PM
This video has been removed due to terms of use violation.
Sorry, party's over. So much for the eighties.