Pontiac is breaking new ground with product placement next month with "Rush City," a DC Comics production heavily funded by General Motors in an attempt to hock its Pontiac brand to men in their 20s and 30s. The six-issue series will debut on July 19.
The Pontiac Solstice a chick car? Not when a New York action hero tricks out his GXP with guns and other superhero gear. "Rush City" is about an ordinary guy -- good job as a firefighter, fantastic fiancee with a daughter who's crazy about her soon-to-be stepdad, and a Pontiac Solstice GXP. Then he loses it all, except the car of course. After losing his job, his fiancee and her daughter die in a fire. It's so traumatic for him that he has nothing else to do but become a superhero.
General Motors isn't the only one going after comic book product placement -- DaimlerChrysler and Nike are going there too.
[Source: Detroit Free Press]