Pontiac Once Ran A Super Bowl Commercial Featuring An Option That Was Cancelled Almost Immediately Because The Suits Freaked Out
The Autopian • • technology
Key Points:
- In 1970, Pontiac ran a unique Super Bowl IV commercial promoting the GTO's Vacuum Operated Exhaust (VOE) option, also known as "The Humbler," which enhanced the car's exhaust noise for a more aggressive sound.
- Despite the ad's bold approach, only about 233 GTOs were sold with the VOE option, making it one of the least commercially successful Super Bowl ad campaigns in history.
- The VOE system, which increased engine noise by bypassing mufflers, was ahead of its time and similar to modern exhaust sound enhancement features found in many sports cars today.
- The option was discontinued within a year, primarily due to concerns over illegal noise levels and GM executives' fear that the ad encouraged illegal street racing, which conflicted with the company's anti-racing policies.
- The commercial was pulled shortly after airing, highlighting a disconnect between Pontiac's marketing and GM's corporate caution, and remains an unusual and tense moment in muscle car advertising history.
