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The Richards Group takes a holiday from the usual summer vacation fare in its new campaign for Motel 6.
Travelers in the series of six15-second television commercials breaking this week stay at the lodging chain for a variety of reasons, from out-of-town weddings to visiting the in-laws.
The vignettes will air on nationally syndicated programs and cable channels such as TBS, TNT and ESPN. As many as 10 of 21 radio spots also will break in major markets beginning today.
Longtime Motel 6 spokesman Tom Bodett narrates each of the TV and radio ads in his deadpan style, ending with the familiar tagline, “We’ll leave the light on for you.”
“We’ve been doing this campaign for a long time, and we didn’t want to cover the same ground,” said creative director Christopher Smith, whose Dallas shop has held the Motel 6 account for the past 16 years.
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