LoJack Unveils New Campaign

BOSTON — Stolen vehicle recovery company LoJack has unveiled new work introducing the tagline “Keep it close.”

A full-page ad running this week in USA Today shows a winding mountain road with approaching headlights — but no car. Text begins: “What do you do after you’ve recovered 50,000 stolen cars? A little something we like to call 50,001.” Radio has also hit the airwaves.

Lojack of Dedham, Mass. — which spends about $12 million annually on ads — chose Hill, Holliday, Connors, Cosmopulos, Boston, following a review last year. GSO/Davis, Boston, had previously crafted LoJack ads tagged “Protect what’s yours.”