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It’s an old schoolteacher’s trick to silence a noisy classroom by speaking quietly. With any luck, everyone will hush up out of curiosity to hear what the teacher is saying. A new campaign for John Hancock Financial Services from Hill Holliday Connors Cosmopulos in Boston uses a similar technique, cutting through television’s noisy clutter with spots that are nearly silent as they let us look in on the text of some late-night e-mail conversations.
All we hear is the click of a computer keyboard.

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