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Trader Corporation of Toronto has launched a new radio campaign for its website. The campaign, developed by John St. of Toronto, consists of two 30-second commercials that use the theme of people being "turned on" by cars. The creative features the voice of a GPS guidance systems providing instructions to a driver in an increasingly seductive manner. "These daring spots are designed to capture audience attention and direct them to so that it stays top of mind for Canadian car shoppers," said Stéphane Marceau, the company's chief marketing officer. The campaign will run in 15 cities nationally until early November.

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