$100 mil '98 Accord launch begins the week of the 22nd

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American Honda Motor Co. launches its 1998 Accord on NBC's "Seinfeld" Sept. 25 in a $100 million-plus campaign during the model year. Executives close to Honda say the lead launch spot shows men in white lab coats, and uses drama vs. humor to try to position the car as America's leader. Rubin Postaer & Associates, Santa Monica, handles.

Copyright September 1997, Crain Communications Inc.

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