Chevy starts up S-10 campaign

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General Motors Corp.'s Chevrolet division Sept. 6 breaks a $25 million national campaign on TV for its 1998 S-10 compact pickup. The ads debut during college football on ABC and NBC. Campbell-Ewald, Warren, Mich., uses rugged "real" S-10 owners in all four TV spots to tout S-10's ruggedness. The ads use Chevy Truck's "Like a Rock" tag. The first of eight companion print ads breaks this month in October issues.

Copyright September 1997, Crain Communications Inc.

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