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A blazing heart, a cloud-filled sky and psychedelic designs define an $8 million push from Arnold Ingalls Moranville for Internet technology provider Inktomi of Foster City, Calif.
In keeping with other recent campaigns for companies that deal primarily with the Web, the ads refer little to the product and instead try to acquaint users with the brand.
“Our aim was to keep the tech minimum and just emphasize that this is technology you need,” said Penny Baldwin, president of the San Francisco-based unit of Arnold Communications in Boston.
Apparently, the approach worked.
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