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NEW YORK This year’s Super Bowl viewers saw a group of lizards dancing with supermodel (and cell phone enthusiast) Naomi Campbell to Michael Jackson’s “Thriller” in a spot for Pepsi’s SoBe Life Water.
Directed by Peter Arnell, CEO of independent The Arnell Group here, the spot was the shop’s first work for SoBe. Arnell was handed the estimated $20 million business late last year without a review, per sources. Publicis Groupe-backed Bartle Bogle Hegarty had handled the account.
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