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Honda in African-American ad push

Published on .

American Honda Motor Co., Torrance, Calif., will spend $10 million on an African-American-targeted campaign for its 1999 Accord. TV spots via Muse Cordero Chen & Partners, Los Angeles, broke in late October and are airing in five major markets. Spot radio supports, as do print ads in regional newspapers and national magazines, including Ebony, Black Enterprise and Heart & Soul. The campaign's "gameboard" theme shows how the car helps African-Americans balance their lives in the busy game of life.

Copyright November 1998, Crain Communications Inc.

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