General Motors Taps Creative Minds of UCLA Film Students to Promote the Pontiac Vibe
Source: General Motors Press Release, Posted: 03.15.2002 12:00 PDT

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In an innovative strategy to reach the youth market, executives at General Motors’ Pontiac division sought out the creative talents of students at the UCLA School of Theater, Film and Television to help promote the all-new Pontiac Vibe. Undergraduate students Sarah Sheikh (age 21, Diamond Bar, Calif.,) and Richard Wong (age 23, Dallas) are the winners of the Pontiac Vibe UCLA Auto Show Film contest and will receive a cash award of $10,000. The winning three-minute promotional film, “We’ve Got Your Vibe,” was previewed by the media in the James Bridges Theater on the Westwood campus of UCLA.

The film will debut at the Greater Los Angeles Auto Show (Jan. 5-13). It also will be shown at auto shows throughout the country including the major shows in Detroit, Chicago and New York. Additionally, the film will be available on the Pontiac Vibe web site (www.pontiac.com/vibe).

The competition, coordinated by D’Arcy Worldwide advertising agency, attracted 28 entrants who submitted treatments for a promotional film targeting the youth consumer. Judged by D’Arcy and Pontiac executives, the winning script was developed into a short film produced by the students while the $150,000 budget was financed by Pontiac. In addition Pontiac, along with the GM Foundation, donated $50,000 to the UCLA School of Theater, Film and Television for enhanced research and creative activities.

“We are extremely lucky to have something of this scale on our reels before graduating,” said Sheikh. “We learned a lot about the industry from this whole process from start to finish.”

“I hope this recognition serves as a stepping stone to getting a foot in the door,” said Wong. “It would be great if this leads to a chance to direct music videos or feature films.”

Other contest finalists included Nathan Adolfson (graduate, production), Hannah Chong (undergraduate), Debra Grossman (graduate, production) and Lynn Okimura (graduate, animation). UCLA faculty members Belinda Starkie, John Simmons and William McDonald along with D’Arcy Worldwide executives, Will Perry and Andy Halleck were instrumental to the production of the winning film.

“Personalization and self-expression arose as consistent themes in all of our conversations with young buyers,” said Craig Bierley, Pontiac Vibe brand manager. “Since the Vibe was specifically designed for the youth market, it made perfect sense to have film students create and produce this film. In doing so, we allowed the target to interact with the brand in a real and meaningful way.”

“We are proud to be selected by General Motors’ Pontiac division for an innovative partnership that will help our students to make the transition to their professional careers,” said Robert Rosen, dean of the School of Theater, Film and Television. “Their choice reinforces our reputation as a top filmmaking program in the United States that attracts the highest caliber of artist.”

Consistently ranked among the best in the nation, the UCLA School of Theater, Film and Television is unique in the world in that it brings together the arts of theater, film and television in one academic institution. In a balance of scholarship and practical training, these arts exist in working proximity, informing and enriching each other. The School also serves the public and the professional field through the UCLA Film and Television Archive and the Geffen Playhouse.

The all-new Pontiac Vibe is a sporty exciting expression of fun and flexibility in an affordable compact package. Uniquely combined, Vibe defies the traditional vehicle classification. It offers a spacious interior in the guise of a compact car, and the features of a sports car, sport wagon and SUV all at the same time. It rides tall, has available all-wheel drive, offers innovative storage systems and cargo-hauling capacity, and features strong performance, with a 180-hp engine mated to a six-speed manual transmission on GT models.

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