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Choose-Your-Own

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Choose-Your-Own Tylenol

Team Ouch, Tylenol's sponsorship program for action sports athletes—such as skateboarders and snowboarders—touts itself this month in the form of a pseudo "Choose Your Own Adventure" booklet called Ouch!-The-Adventure, which is inserted in editions of magazines such as Fader. The 17-page booklet puts the reader in peril as the "Defender of the Caverns" and lets the reader make decisions as to what the book's outcome will be, borrowing from the popular young-adult series that was published by Bantam Books in the 1980s and '90s. The effort, an attempt to reach active 20-somethings who use pain as a badge of honor, was created by Faith Popcorn's Brain Reserve in New York.



Duvall's Dulcet Tones

After not filming any movies in 2004, Robert Duvall is back this year with a vengeance: he has five films in production, leant his voice and likeness to EA's new Godfather video game and just wrapped up a four-spot United Technologies radio campaign for Doremus in New York. The spots, recorded two weeks ago, introduce the global technology company to consumers who may not be aware of the company's impact on their daily lives. Duvall was chosen for the "charisma inherent in voice," says Evelyn Neill, president of creative at Doremus. "He manages to capture the stature of the company, and simultaneously is approachable, warm and human."



In Brief

Carolyn Hadlock has been promoted to partner at Young & Laramore in Indianapolis. Hadlock, 40, had been vice president, creative director. She works on accounts including Delta Faucet Company's Brizo and Peerless Faucets brands, Stanley Steemer, Goodwill Industries and the Carmelite Nuns. … Bob Wyatt, 49, has joined Union Advertising in New York as partner and executive creative director. Wyatt was most recently a freelance creative director at Element 79 in Chicago.