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CANNES Young & Rubicam in Sydney, Australia, won the Direct Grand Prix at the International Ad Festival here tonight for a Jim Beam direct marketing campaign that parodies self-help ads.
A series of radio, TV and print ads, which aimed to position Jim Beam as an alternative to lightweight bourbon and beer, encourages weak men to call 1900-9-JIMBEAM for help. One radio spot, for instance, intervenes with the number after a guy compliments his male friend by saying, “Those pants look really good on you.”
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