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With its latest campaign, Saturn aims to show that it can sell cars without kitschy human interest stories and shots of cars speeding through the outdoors.
The campaign, part of a $40 million push by Publicis & Hal Riney, San Francisco, has kicked off during the Olympics and will run in various stages throughout the year. It includes 13 new TV commercials that try to establish Saturn as more than a company that sells small, reliable cars.
“We wanted to present them as a dynamic company,” said Douglas M.
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