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DETROIT General Motors’ Buick division is aligning itself with horse racing in both a movie promotion deal and an agreement with NBC Sports, a GM representative said.
The division will co-promote Universal Pictures’ Seabiscuit, a movie about the popular Depression-era horse that premieres July 25. Two new 30-second Buick spots from McCann-Erickson, Troy, Mich., featuring scenes from the film broke May 3 during the Kentucky Derby telecast. The ads continue a campaign launched last fall that presented legendary GM designer Harley Earl and the tagline: “Buick.
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