Daewoo breaks 1st national spot

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Daewoo Motor America, Compton, Calif., breaks its first national commercial tonight on cable TV in an estimated $15 million effort. The 30-second spot from Kenneth C. Smith Advertising, La Jolla, focuses on the Leganza sedan. The only narration is at the end, saying "for less than $19,000, no other car has taken luxury this far." The South Korean car marketer will shift ad gears in May or June, when its first sport-utility vehicle, the Korando, arrives.

Copyright February 2000, Crain Communications Inc.

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