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At first glance, consumers at Toyota dealerships might think Steve Young has gone Hollywood.
Beginning this week, movie-style posters will go up in 50 dealerships throughout Northern California touting the three TV spots that broke earlier this year starring the former San Francisco 49ers quarterback [Adweek, April 9].
By building on the TV ads, the posters offer a twist on traditional cross-promotional efforts, said Sharon Krinsky, creative director at Hoffman/Lewis, San Francisco, which created them.
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