General Motors, Shaquille O'Neal Present Rollin' 24 Deep: GM-All Car Showdown

Advertising Campaign Featuring Showdown Host Shaquille O'Neal

LOS ANGELES, Feb. 9 -- General Motors Corp. will bring the world of sports and entertainment to the "City On Wheels" for an evening of philanthropic excitement and friendly rivalry via the first-ever Rollin' 24 Deep: GM All-Car Showdown. Taking place on Thursday, February 12, 2004 in Los Angeles, CA, the GM All-Car Showdown will provide twelve (12) celebrities and twelve (12) athletes with a forum to showcase their tricked out GM vehicles red carpet-style, and raise money for their favorite charity.

GM All-Car Showdown host Shaquille O'Neal will be joined by Busta Rhymes, Wilmer Valderrama, Michael Clarke Duncan, Brian McKnight, Martin Lawrence, Incubus, Chris Claiborne, Carey Hart, Beverley Mitchell, Brian Jordan, Anthony Anderson, Public Enemy, DJ Grand Master Flash, and more, who will also be in Los Angeles for the upcoming NBA All-Star Weekend.

Vying for the "King of Bling" title, the twenty-four (24) automotive enthusiasts will proudly showcase their GM vehicles -- each reflecting its respective owner's personality and attitude via exterior and interior customization. Participating GM All-Car Showdown vehicles will include Cadillac and HUMMER.

"Los Angeles has a unique car culture in where cars are seen as fashion accessories. Here people are able to express their individual sense of style with the cars and trucks they own," states Mike Jackson, General Manager of the GM Western Region. "GM's various models, especially Cadillacs and HUMMERs, have established a significant presence in the world of entertainment, music, and, in general, pop culture. Through the application of customization such vehicles are becoming 'art on wheels.'"

In conjunction with the GM All-Car Showdown, GM will unveil its advertising campaign in February 2004 featuring event host Shaquille O'Neal. The giant billboard will depict an image of O'Neal dressed in business attire admiring a HUMMER H2 situated on a basketball court, and a Cadillac Escalade parked on a red carpet.

"This billboard reinforces GM's universal appeal and exemplifies its diverse product portfolio, while at the same time, aligning the brand with the style and personality that the basketball-legend exudes, both on and off the court," states Jackson. "The unique partnership reiterates the brand's aggressive stance to integrate its heritage, excitement, and automotive dominance to the forefront of pop culture."

The substantial billboard is part of GM's soon-to-be-announced California advertising campaign, Find Your Style, created by McCann-Erikson Worldwide Advertising San Francisco, which launches in February. For more details on this campaign, log onto www.findyourstyle.com.