LOS ANGELES - Ketchum this week launches two distinct campaigns for the Acura Integra in a $25-million advertising bid to reverse the s" /> Ketchum Dogs Two Markets With Two Different Integra Campaigns <b>By Shelly Garci</b><br clear="none"/><br clear="none"/>LOS ANGELES - Ketchum this week launches two distinct campaigns for the Acura Integra in a $25-million advertising bid to reverse the s
LOS ANGELES - Ketchum this week launches two distinct campaigns for the Acura Integra in a $25-million advertising bid to reverse the s" />
LOS ANGELES - Ketchum this week launches two distinct campaigns for the Acura Integra in a $25-million advertising bid to reverse the s" />

LOS ANGELES – Ketchum this week launches two distinct campaigns for the Acura Integra in a $25-million advertising bid to reverse the s" data-categories = "" data-popup = "" data-ads = "Yes" data-company = "[]" data-outstream = "yes" data-auth = "">

Ketchum Dogs Two Markets With Two Different Integra Campaigns By Shelly Garci

LOS ANGELES - Ketchum this week launches two distinct campaigns for the Acura Integra in a $25-million advertising bid to reverse the s

The countdown to Brandweek is on! Join us, Sept. 12-16, to identify new growth opportunities, solve challenges and connect with power players. View the lineup and secure your pass.

Acura, which is nearly doubling its ad expenditure on Integra for the 1994 model year, wants to convey that the sports coupe is fun to drive, but client and agency believe that such a message must be executed separately to its two target markets if the company is to get maximum sales mileage from its advertising.
For the larger ad campaign, targeted to Generation Xers aged 18-31, Ketchum created Leonard, an animated dog who, courtesy of actor/comedian Dennis Miller’s voice, says things like ‘I love it when humans drool’ and ‘Finally, a car I’m not embarrassed to stick my head out...

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in