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Taking strategy from Volvo’s playbook, both Honda and Volkswagen break spots mid-month that emphasize new safety innovations. The efforts dedicate more media dollars to safety as a way to claim good corporate citizenship.
Two 30-second Honda spots continuing the 2004 “Safety for Everyone” campaign eschew crash test-center sterility in favor of the lush cinematic look of Danish director Henrik Hansen to “create an emotional connection to the subject,” said Joe Baratelli, cd at independent RPA, Santa Monica, Calif.
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