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Skateboarders hardly seem the bookish type, but Read California hopes an ad with one of the sport’s champions, Tony Hawk, will show boys that reading leads to success.
Created by Lawrence Mayo & Ponder in Newport Beach, Calif., the TV spot shows Hawk failing to master a difficult skateboarding trick. He is then seen in a chair with a book, explaining that reading is an easier and less painful way to learn.
The spot, aimed at boys 9-13, keeps the tagline “Read today.
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