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Fallon McElligott’s new campaign for Fortune magazine uses pithy headlines to speak simply and directly to consumers–a departure from last year’s trade-focused ads.
Gone are the sepia photos and “Us vs. Them” theme of the “Younger and Wiser” campaign. In their place, on grainy paper, are headlines that appeal to the competitive spirit.
“Lift with your head,” says one ad; “It’s not about luck,” says another. The words “luck” and “head” are bolder than the others, similar to an eye chart.
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