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ATLANTA-Huey/Paprocki’s kick-off ads for GolfClubExchange.com, an online site that matches buyers and sellers, broke last week.
The budget for the television campaign now running on The Golf Channel is estimated at $2-3 million.
Two 30-second spots, created by copywriter Ron Huey and art director Joe Paprocki, use a limited budget to telling effect: “Treasure” is set before a water hazard. In the background, a golf club, accompanied by muttered curses, flies into the water. The phrase, “One man’s trash is another man’s treasure,” is superimposed over the sight of a golfer belly-flopping into the water after the club.
“It’s a clean summing up of what the client does,” said Paprocki,who added that sometimes a small production budget is liberating.
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