McCann Sets Buick Rendezvous

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McCann-Erickson is beginning work on a campaign for the Buick Rendezvous, which was unveiled last week at the Chicago Auto Show.
The so-called “hybrid” vehicle combines elements of a luxury sedan, a minivan and a sport utility vehicle. It is the closest approximation to a truck from Buick since 1923. Targeting upscale families with parents in their early 40s, the vehicle should be a “big shot in the arm” for the Buick demographics, said Buick general manager Roger Adams.

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