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Mindful that Oxygen Media is no longer in its infancy, Mullen creative director and copywriter Tim Roper eschewed the maternity-ward im agery of the client’s launch campaign in favor of a more adult milieu.
The new Oxygen work, which began appearing last week, takes a more mature and ironic approach, in cor porating mock beauty-pageant foot age and introducing the tagline, “Oxygen: Fresh media for women.” The effort attempts to appeal to the intelligence of potential viewers.
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