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NEW YORK Young & Rubicam today launched a new global campaign for Texaco that positions the gas station brand as the top choice of car enthusiasts.
The effort, which includes TV, print, radio, Internet and outdoor ads, introduces the tagline, “Trust your car to the star.”
Previous ads, also from WPP Group’s Y&R, touted the brand’s heritage and venerable logo via the theme, “Shine on.” The new ads are backed by an estimated $30-40 million spend.
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