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Pennzoil Products Co. of Houston is shifting gears in an upcoming television campaign from GSD&M that speaks to a narrower audience of “do-it-yourselfers.”
A 30-second TV commercial breaking Sept. 13 on ESPN will continue a national network run through 1999. The ad, and supporting spots breaking next year, step back from the broader net cast in previous work and aim for viewers who understand the significance of Pennzoil’s reformulated oil with PureBase. (The latter contains a reduced level of impurities in the product’s base oil.)
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