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What to make of this admittedly arresting new U.S. Cellular print ad from Publicis & Hal Riney? We have some guy—we’ll hope it’s a guy—in an ape mask and furry-hand gloves. The headline reads: “Don’t be afraid to be that friend.” Since I usually am that friend, I should probably take offense. Riney CCO Roger Camp tells Adweek: “We want to convey the heart and soul of the brand without going ha-ha funny.” For better or worse, mission accomplished.
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