Why Tech Rebels Like Uber, Jet and Fitbit Are Embracing Traditional Advertising

Creative agencies are helping them go mainstream

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Those who follow tech startups may have noticed a peculiar trend lately: traditional ads created by traditional agencies to promote some of Silicon Valley's favorite "unicorns."

In May, wearables pioneer Fitbit launched a campaign from San Francisco's Argonaut just weeks before filing its IPO. Over the summer, Airbnb's "Is Mankind?" from TBWA\Chiat\Day brought its first wide-scale TV effort, while retail site Jet.com launched not one but three distinct campaigns from Circus Maximus, SS+K and R/GA, one featuring Kumail Nanjiani of HBO's Silicon Valley.

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