Ampersand looms large in Cadillac's new tagline

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General Motors Corp.'s Cadillac division, Detroit, on Nov. 15 breaks its new tagline for the "art and science'' brand theme: "The power of &'' followed by "The fusion of design & technology.'' National newspaper ads on Monday will preview the first divisional TV spots in several years, breaking on ABC's "NFL Monday Night Football.'' Cadillac officials said the ampersand will be used as a symbol in print, but it will be pronounced "and'' in commercials' voice-overs. Copy from D'Arcy Masius Benton & Bowles, Troy, Mich., stresses the gain when two opposites come together. Cadillac on Nov. 29 will break its campaign for the new DeVille, the first model-line ads to use a graphic style and tagline consistent with division ads. Spending for 1999 and 2000 is not expected to rise significantly above the $214 million reported by Competitive Media Reporting for 1998, officials said.

Copyright November 1999, Crain Communications Inc.

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