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DETROIT-General Motors’ Chevrolet division is giving its restyled Camaro a heavier media budget and new brand personality in an effort to reverse the sports car’s sales slump.
Two new 30-second TV spots break Oct. 14 from Campbell-Ewald Advertising in Warren, Mich., Chevrolet’s national agency. The campaign drives home the “brute power” of the car with comparisons to rough-and-tumble motorcycle drivers, said Bill Ludwig, CEA chief creative officer.
Chevrolet spent about $26 million on Camaro advertising in 1996, according to Competitive Media Reporting, down from previous years.
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