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Quick cuts and compressed action drive Saatchi & Saatchi's first ads for Kraft Foods' Capri Sun, which break today and play like movie trailers, down to the basso-profundo voiceovers.
One ad features a mom who protectively shields her son from the "dangers" of a typical school day, including a flying dodgeball and a teacher's question about genetics. "If Paula Ebert had her way," the voiceover explains, "she would help her child … with everything." On second thought, however, she buys him a new vegetable-infused version of the juice drink called Super V instead.
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