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Cancer Fundraising Effort Gets First TV Exposure
DETROIT–General Motors for the first time is taking Concept:Cure, its 3-year-old breast cancer fundraising initiative, to TV. Five 15-second spots created by Harris Marketing Group in Ann Arbor, Mich., begin airing today.
Each spot features a different fashion designer talking about the one-of-a-kind customized GM car he or she designed for the program. The spots were directed by fashion photographer and director Matthew Rolston, said Kristen Streit, Harris account executive.
Harris has handled projects for GM since 1992, and was last year named the automaker’s agency of record for marketing to women.
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