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Young & Laramore’s winning presentation for Stanley Steemer’s $35 million account used sophisticated humor that showed dirt as a normal part of daily life, executives said.
The Indianapolis agency bested finalists Cramer-Krasselt, Milwaukee, and Hanft Byrne Raboy & Partners, New York, for the Dublin, Ohio-based carpet-cleaning service, said Ismael Sapoval, client vice president of marketing.
“They didn’t present beat-you-over-the-head advertising, but more real-life humor that left you nodding your head saying, ‘Yeah, that’s Stanley Steemer.’ ” Sapoval said of Y&L’s offering.
Y&L’s win includes creative duties for Stanley Steemer’s national advertising and its franchisees.
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