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RED-MEAT CHIC

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Steakhouses may have the reputation of existing solely for business lunches and family dinners, but since opening in New York in 1996, Angelo and Maxie's Steakhouse has worked to change that. It offers nontraditional options, such as vegetarian fare and white-chocolate martinis.

Now, with six restaurants opening this year in the U.S., the restaurant is breaking a national print effort in local markets as sites open, targeting 24- to 35-year-olds.

The two ads, from Pittsburgh-based Elias/Savion Advertising, feature sultry models—a blonde and a brunette—wearing sunglasses with cows reflected in the lenses. The tagline: "Never 2 hip."

"We were going for a look that represented that young demographic," said Ronnie Savion, agency vp and creative director, who said she had specific types in mind. "I'm an avid fan of [the TV show] Sex and the City, and I was looking for those girls."

The ads are running in magazines and newspapers in cities such as Atlanta (where a site is opening today) and West Palm Beach, Fla. (where one opens in October).