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Georgia-Pacific puts men to work in a campaign that broke last weekend for its Brawny paper-towel brand. The $10 million-plus effort, by Fallon in New York, uses a new tagline, “Triple-action performance, that’s Brawny,” replacing, “It might be too strong.” One spot shows a man making dinner for his wife and using Brawny to clean up mud and water, and wipe dust from a CD. Print ads show men with objects they have cleaned, such as a refrigerator.
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