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Qwest Communications International breaks its first national branding effort today via J. Walter Thompson.
The new telco will spend $40 million on the push, said a representative for the Denver-based client.
A 30-second spot–the first of three to five ads planned by the agency–aims to position Qwest as the top provider of Internet services. Using text and ethereal graphics, the ad begins with a white screen and reveals a series of binary codes that eventually form a light bulb.
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