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LOS ANGELES Deutsch/LA’s first campaign for General Motors’ OnStar features celebrities and introduces the theme that having the device is like getting star treatment.
Two 30-second spots and one 60-second branding effort break Sunday, according to the Interpublic Group agency in Marina del Rey, Calif.
In the brand spot, Tiger Woods rushes to his Buick and, using a cell phone, asks OnStar to open his door remotely so he can remove his Nike shirt. A freeze-frame brings in the title of the feature, “Remote Door Unlock.”
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