Lowe breaks pan-Euro ads for GM

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LONDON--General Motors will break on October 20 its first ever pan-European advertising campaign for the new Frontera car. Lowe Howard-Spink, Lon- don, handles the Opel/Vauxhall Frontera account, which it won in July in a pitch against sister Interpublic Group agency McCann-Erickson Worldwide.

An estimated $40 million to $48 million will be spent on the campaign, which includes television, poster and print advertising.

The commercial, which was shot in Morocco to demonstrate the car's off-road performance, is aimed at a primarily male audience across Europe interested in 4X4 cars.

Andy Jones, marketing communications director for Vauxhall in the U.K., says: "This ad represents a new generation of advertising for GM. Creating a pan-European campaign of this quality is not easy, but we are confident that this will assert our dominance of this sector throughout Europe."

Media is handled by Western International Media.

Copyright October 1998, Crain Communications Inc.

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