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Nine months after returning to DDB Chicago, copywriter Vinny Warren sat in a room at the Ritz-Carlton in Los Angeles wondering if he had lost it. After watching the first edits for a new Budweiser campaign, he thought his “Bud goggles,” as he calls them, might be foggy. So he tested his ad on the room-service waiter. The reaction? “You got a phenomenon.”
At that time, Warren, 34, recalls, he had no idea the waiter would be right.
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