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DETROIT Dodge will launch advertising for its new Magnum car during the high-profile final episode of Friends this Thursday on NBC.
The spot, “Letterbox,” was created by BBDO in Detroit and features a clever use of the letterbox format often used to broadcast wide-screen cinematic films on television.
The ad opens in the letterbox format, with the Magnum being driven aggressively along a winding country road. The back half of the vehicle is not visible. At the end of the spot, the camera pulls back, the car comes to a halt, and the driver gets out and walks toward the camera.
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