General Motors Corp., Detroit, on July 19 started launching national and regional advertising for its model-year clearout sale. GM will spend an estimated $50 million on the push. Divisions' multimedia efforts all tie in with the carmaker's huge U.S. Olympics sponsorship. For example, TV and radio spots for Cadillac by D'Arcy Masius Benton & Bowles, Troy, Mich., compare the luxury brand's performance to Olympic swimmers' performance.
Copyright July 2000, Crain Communications Inc.