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NEW YORK–Deutsch’s first ads for its portion of Mitsubishi’s consolidated $65-80 million dealer account will feature “life truisms” and be based on the line, “Is your life built for Mitsubishi?” said agency chief executive officer Donny Deutsch.
The line plays off the client’s national “Built for living” campaign by G2, a unit of Grey.
One spot, for example, opens with the super, “Life, cars and babies,” while copy explains, “Whoever says your life doesn’t change that much is lying.
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