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NEW YORK In its first campaign for Reebok, mcgarrybowen seeks to capture the humanity of celebrities such as basketball star Allen Iverson, recording industry honcho Jay-Z and actress Lucy Liu. The global effort, which includes TV, print, outdoor and cinema ads, breaks next week and introduces the tagline, “I am what I am.”
The budget was not disclosed, but Reebok said it was its biggest global campaign in 10 years. The Canton, Mass.-based company spends about $140 million on global advertising each year, according to its annual reports.
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