Lincoln-Mercury in 'Rugrats' promo

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Ford Motor Co.'s Lincoln-Mercury division, Detroit, will give its 1999 Mercury Villager minivan a big push this Thanksgiving with an integrated marketing campaign tied to Paramount Pictures' "The Rugrats Movie," based on the Nickelodeon cable TV show. Y&R Advertising, Detroit, handles national and regional dealer ads for the car brand. Mercury didn't reveal media details, but said the brand is studying TV, magazines, in-theater promotions, the Internet and local tie-ins with its 2,600 dealers.

Copyright June 1998, Crain Communications Inc.

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