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National Effort Focuses on ‘Slope Dreams’
BOSTON–Skiers spend 30 days a year flying down mountains and the other 335 imagining it, according to Chuck Carmone, president of creative boutique Nail.
A print campaign created by the Providence, R.I., agency for Atomic USA is built around that notion. One execution shows a man in a business suit crouched in a skiing position while riding an escalator.
“We are really trying to stand out from the hard-core, extreme” advertising that dominates sports magazines, Carmone said.
Another ad depicts a businessman with his eyes closed, dreaming of skiing as he sticks his head out of a cab window.
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