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Move over, oven mitt. Here comes the logo. In its first work for Arby’s, Merkley + Partners eschews the previous animated mitt character and replaces it with a red line depicting a cowboy hat that becomes shorthand for people “thinking Arby’s.”
The campaign, which includes TV and radio ads, is backed by an estimated $50 million in media spending.
The first of nine TV spots breaking today depicts a 30-something man heading home after work with the nagging suspicion that something is following him.
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