×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Pontiac - Coyote

January 25, 1998 | :30

One of two Pontiac ads in Super Bowl XXXII (see also "Red Light"), this spot by longtime Pontiac shop D'Arcy Masius Benton & Bowles finds the Grand Prix Wide Track playing the part of Wile E. Coyote’s latest Acme-delivered tool to catch the Road Runner. (Acme, in retrospect, looks a lot like a proto-Amazon, which would turn up advertising in Super Bowl 50 with "Baldwin Bowl.")

The ad also appeared during NBC’s post-game coverage and later that night during the NBC sitcom “Third Rock From the Sun.” For the Road Runner and Wile E. Coyote’s first Super Bowl appearance, see Plymouth’s 1969 spot from Super Bowl III ("Road Runner").

Director: Steve Beck. Copywriter: Tom Topolewski. Art director: Pete D'Agostino. Special effects: Industrial Light & Magic Commercial Productions.

Copyright 2015 General Motors LLC. Used with permission, GM Media Archive.

Send credit info to SuperBowlAdArchive@adage.com.
  • BrandPontiac
  • Year1998
  • AgencyD'Arcy Masius Benton & Bowles
  • Superbowl #XXXII
  • Quarter airedQ1