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FCB is trying to boost membership in the Washington branch of AAA with a few pointed reminders of the horrors that can befall drivers.
The $3 million campaign—the Seattle agency’s third for the client—features print ads inspired by the personal experiences of FCB creatives.
“When things go wrong, we all want to take matters into our own hands,” said art director Andy Nordfors. “But that rarely works. People put [joining AAA] off until something happens.
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