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“It’s sleek, it’s savvy, it’s here” is the come-on in Rawle Murdy Associates’ television campaign for The Post and Courier.
Two ads, a 15-second teaser and a 30-second spot, for the Charleston, S.C., newspaper introduce format changes and new sections. To ease readers into the redesign, local RMA used a sweet-faced, yellow Labrador named Chip in both commercials.
“The paper wants to be useful to the people it serves,” said agency creative director and copywriter Ann Tracey.
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