CANCER CLAIMS DINAH SHORE

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Entertainer Dinah Shore, who died Feb. 24 of cancer at age 76 at her home in Beverly Hills, Calif., is remembered in ad circles as the singer of one of the most recognized ad jingles ever, "See the USA in Your Chevrolet."

General Motors Corp.'s Chevrolet division was the sole sponsor of Ms. Shore's enormously popular TV show that aired Sunday nights on NBC from 1951 until the mid-1960s.

Ms. Shore also served as a spokeswoman for chicken marketer Holly Farms and Glendale Savings & Loan Association.

"She was a special person-honest, sincere and really dedicated to what she was doing," said Dick O'Connor, chairman of Chevy agency Lintas Campbell-Ewald, Warren, Mich. As a young account exec at Campbell-Ewald, Mr. O'Connor worked with Ms. Shore.

"She was terrific to work with," he said. "There wasn't anything she wouldn't do that Chevrolet asked her."

The "Dinah Shore Chevy Show" and its commercials were performed live in the 1950s. Ms. Shore would inevitably end the show by throwing a big kiss to the audience.

The association paid off for Chevrolet, which dominated the auto business during that period of explosive growth for the industry.

"That sponsorship was about the most important thing Chevrolet was doing in terms of promotion," Mr. O'Connor said. "She was part of Chevrolet, and Chevrolet was part of her."

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