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SAN FRANCISCO Gymboree has launched a new national print campaign for its line of children’s cotton clothing, with creative from The Hive Advertising.
The San Francisco shop created three different print ads showing baby animals with the words “Rejected: Not soft enough” stamped across photos of each. Copy reads, “To say we have high standards for soft may be an understatement.”
Gymboree hired the Hive in 2004, and the independent shop aims to talk to parents adult-to-adult in its work, the principals said.
“If
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