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BBDO Chicago aims to launch Stolichnaya Citrona into an increasingly crowded “malternative” arena as a bold choice for men.
“Of all the malternatives out there, this is the one that has a manly slant,” suggested Gordon Robertson, a group creative director at the agency.
The $35 million television, radio and outdoor campaign broke last week. It uses the Clash hit, “Should I Stay or Should I Go.” One TV spot depicts a guy leaving his buddies at a bar.
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