Pontiac will launch its divisional advertising campaign during CBS' coverage of the Emmy Awards on Sunday, Oct. 7. The campaign, which has the new tag line "Pontiac excitement. Pass it on," builds on Pontiac's positioning with "Pontiac excitement." The two breaking TV spots refer to passing on keys to the Grand Am and the Grand Prix, but Pontiac also hopes the new tag line will encourage customers to pass on their enthusiasm for the brand. The ads follow real groups of friends who win car keys for a week, then pass them on.