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Seeking an unconventional approach, New York agency Merkley Newman Harty hired two photographers from Iceland to shoot a new TV and print campaign for Oxford Health Plans.
Known for snapshots of pop stars such as Green Day, Einar Snorri and Eidur Snorri (no relation) also have dabbled in TV advertising. Typically, they shoot stills and transfer the images to film. For Oxford, however, they shot film and edited out frames to achieve a picture-book feel.
One spot (shown here), which broke this month, shows three children playing on a swing set.
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