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Duncan Reaches Into Its 'Magic Bag'

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LOS ANGELES Continuing its two-year campaign on behalf of Sav-on/Osco Drugs, independent Duncan & Associates has launched the sixth spot in its "Magic Bag" series, the agency said.

While past work has concentrated on the chain's pharmacy and health-related services, the new TV ad emphasizes Sav-on's digital photo-printing resources, according to Steve Moses, group management supervisor at the Los Angeles shop.

"Leading into holidays, photos are on everyone's mind," he explained. "This is the time to get it in people's heads that [Sav-on/Osco] is the place to go for photos."

The 30-second "Waiting Room" again relies on the integrated campaign's established metaphor—Mom's handbag—to showcase the chain's highlights. "It's so convenient," Moses said of the Chicago-based client. "It's like having everything you need in your favorite purse."

In the spot, potential photos—a fisherman and his prize catch, a bride and groom—are shown trapped in the "digital purgatory" of a camera's memory card. From the depths of Mom's pocketbook, however, emerges a Sav-on/Osco Total Photo station, complete with a friendly and qualified service person. Finally, the digital images' wait to become real photos has come to an end.

The ad concludes with a Mom's purse graphic and the campaign tagline, "Use as needed."

The effort is meant to convey "the idea that precious photographs need to get out of the memory card to turn into memories," Moses said, noting that the "easy, convenient" service is "a growing part of the Sav-on/Osco Drugs business."

A Duncan team including executive vice president and chief creative officer Neil Markey, creative director Howard Margulies, senior copywriter Scott Murray, senior art director William Valencia and in-house producer Virginia Pooler crafted "Waiting Room."

Media, handled by Interpublic Group's Initiative, Los Angeles, includes regional network and cable, Moses said, "mostly in the Western and Southwest United States." This segment of the "Magic Bag" campaign is scheduled to run through the holiday season, he said.

A current media budget was not available. Sav-on/Osco Drugs spent $13 million on advertising in 2004, per Nielsen Monitor-Plus.