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CHICAGO-Notorious basketball coach Bobby Knight is one of several characters whose attitudes are changed by drinking Minute Maid orange juice in a new campaign from Leo Burnett.
A TV spot that breaks this week and will air during the NCAA basketball tournament shows the usually ill-mannered Knight, formerly Indiana University’s coach, praising referees, tying his players’ shoes and being concerned that a player appears unhappy. “I took you out of the game because you’re not smiling,” he tells the player.
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