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Don Coleman Advertising tweaks traditional family imagery and takes a hip approach in a new campaign targeting African Americans for the 2001 Dodge Caravan, a vehicle usually associated with the stereotypical “soccer mom.”
TV, print and radio ads for Caravan are set to break in mid-October. The effort represents the Southfield, Mich., agency’s first work for the minivan brand in about five years.
The Caravan TV spot, which uses an African American cast, shows a working mom wearing red leather who needs to get away from her family now and then.
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