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GM Hopes Golfer’s Appeal Will Help Expand Its Consumer Base
DETROIT–A Buick campaign breaking in February will feature the General Motors division’s latest celebrity pitchman, golfer Tiger Woods.
McCann-Erickson, Troy, Mich., Buick’s national agency, shot four TV spots for the campaign last week in Southern California.
The multiyear sponsorship agreement with Woods, the reigning Buick Invitational champion, involves global rights for GM and Buick to advertising, promotions and personal appearances, and extends beyond the Buick brand.
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