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ATLANTA Wray Ward Laseter has launched a new national ad campaign for Wix Filters that includes television, radio and Internet ads, public relations and promotions, the shop said.
The Charlotte, N.C., agency’s work portrays the company’s air, oil and fuel filters as tough-talking enemies of dirt. In one radio spot, a filter says, “Dust, dirt, grime. I’m your daddy. The Wix oil filter you’ve always dreaded.” Copy in one print ad proclaims, “Brings maintenance costs to their bony little knees.”
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