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Duffy Campaign for Providence Newspaper Mimics X-Files to Attract Younger Readers
BOSTON–Duffy & Shanley’s latest effort for the Providence Journal-Bulletin targets a younger audience as the newspaper’s circulation figures remain stagnant.
Breaking this week throughout Rhode Island, a series of TV, radio, print and outdoor executions introduce the tagline, “Have you seen it?”
A 30-second TV spot apes the style of an episode of The X-Files. Ambient music plays as elements of a typical suburban home–a fish in a tank, a toy dinosaur–take on menacing appearances.
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