General Motors Brands To Get Top Billing

  • February 28, 2007
General Motors will get star billing in the latest "movie-as-feature-length-advertisement"--the Michael Bay-directed "Transformers."

The Paramount/Dreamworks picture, about a malevolent race of transmogrifying Hasbro-bots that attack Earth, showcases GM's Chevrolet, GMC, Hummer and Pontiac brands.

In the tentpole movie, premiering July 4, four saviors of humanity start out as GM vehicles: a Chevrolet Camaro (the new one); Pontiac Solstice; a Hummer H2; and a GMC pickup truck.

Mike Jackson, GM's North American vice president, said the deal was enticing for GM because the project "offers us a global platform for marketing GM products and building our brands. It represents the perfect intersection of entertainment, marketing and design."

Ford is also in the movie, with a transformer Mustang Seline.

GM said it will roll out a fully integrated marketing and promotional effort, including a major Chevrolet promotion. A GM spokesperson said it's too early to talk specifics, but that GM has had a long-time relationship with Michael Bay.



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