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Hill, Holliday/Altschiller exhorts young men assuming the burdens of responsibility to take their youthful attitudes and pleasures–as well as bar calls–into adulthood in its latest campaign for Brown-Forman’s Southern Comfort liqueur. Its new tagline: “Hang on to your spirit.”
The print effort, dubbed the “dotted line” campaign by the New York agency, targets 21-24-year-olds and uses visual puns to depict rites of passage. In one ad, a groom walks down the aisle with his beaming bride.
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