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Sometimes simplicity is the way to go. That's the tack taken by Smith & Jones in its new print work for Vassar Bros. Hospital's Heart Institute.

The only visual elements in the three ads are a heart, the letter "V" -- which resembles the heart in shape and size -- and an equals sign, arrow or "@" linking them.

The ads are part of the third phase of a campaign promoting cardiac care at the Poughkeepsie, N.Y., hospital.

A TV spot, shot in black-and-white, centers on a man who tells about his youth, when he had a tattoo and a Harley. A young couple on a motorcycle is shown onscreen, riding down a street scattered with leaves.

"My bride and I set out for a short ride," the man says. "On the way back, we stopped for coffee. Three kids E and a grandson." A child on a tricycle appears.

The institute enabled him to buy the boy his first bike, the man says.

The work addresses cardiac patients' main concerns: "I want to be able to do the things I've always done, and I want to be with my friends and family," said Mark Shipley, chief thinker at the West Sand Lake, N.Y., shop. The institute's aim, he said, is to convey it will do all it can to ensure those needs are met.

The work is running in local media through August.