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NORTH CAROLINA TRAVEL & TOURISM
AGENCY: Loeffler Ketchum Mountjoy, Charlotte, N.C.
CLIENT: North Carolina Division of Travel & Tourism, Raleigh
CREATIVE/ART DIRECTOR: Jim Mountjoy
COPYWRITER: Ed Jones
PHOTOGRAPHER: Marvy!
The line of copy under the headline: ‘Some of the biggest, orneriest fighting fish in all the world can be found in our waters. And that’s not bending the truth.’ On the other hand, truth-bending is not least among the sport fisherman’s skills, so the ad’s own exaggeration quickly creates a rapport between client and reader.
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