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One marquee billboard location in New York City is shifting its attention from jet-setters to retirees. British Airways has owned the Midtown Tunnel billboard visible to commuters just as they arrive in Manhattan for more than 10 years. As of today, Prudential is taking it over , beginning with a teaser campaign from Droga5 linked to the brand's "Day One Stories" campaign, in which the agency asked people across the country to document their very first day of retirement.
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