Comic Books draw in Ads:: Product Placement Expands to New Territory

A young, handsome New York City firefighter had it all, including a loving fiancée whose daughter from a previous relationship adored him and his Pontiac Solstice GXP.

Then, tragedy struck and he lost his job and the two people he cared most about to a deadly fire -- but he still had his car. So, he became an action hero and tricked out his Solstice with shotguns and other gadgets to save the lives of others.
If this sounds like a story ripped from the comics, it is. However, Time Warner Inc.'s DC Comics created this series as a paid product placement for General Motors Corp.'s Pontiac brand. DC, which will launch the six-issue series, called "Rush City," in stores July 19, debuted it on its Web site, www.dccomics.com, on Wednesday.

"We think it's a great story and a great way for Pontiac to reach guys in their 20s and 30s," said "Rush City" editor Ron Perazza.