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FirstGov.gov Calls on 'Uncle Sam' in C-E Ads

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DETROIT Campbell-Ewald uses office workers dressed as Uncle Sam to tout the easy-to-use interface of informational Web site FirstGov.gov in a public service campaign breaking next week.

A TV spot from the Interpublic Group agency shows the employees tracking down information for ordinary citizens, including change-of-address forms and driver's license renewals. The commercial will debut during the week of Aug. 23 in 30- and 60-second formats.

The campaign also will include print and radio elements. The print ad depicts a man in full Uncle Sam regalia. But instead of pointing outward like the character does in the "I want you" recruiting posters, the man is pointing to himself while the headline reads, "You want me."

In the radio spot, a woman tracks down information about Social Security before she has breakfast, while another family downloads and prints passport applications in their underwear.

The radio and print executions have not yet been shipped to media outlets. The Warren, Mich., agency won the account in January.