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safety first

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Cronin/Wallwork Curry recently broke its first campaign for Executive Auto Glass, a manufacturer of automobile windshields.

In one spot, a woman and her young son are driving through a car wash. Shots of soapy wipers are intercut with footage of test dummies crashing through a windshield. A voiceover says, "What's the worst that could happen if your replacement windshield isn't original factory glass installed by industry-certified technicians? If you ever get a water leak, it wouldn't be the end of the world. But if you're ever in an accident, it could be."

Tagged "Make an executive decision," the campaign for the Stoneham, Mass.-based client consists of three TV spots, four radio ads and collateral work. The TV is running on major network affiliates locally.

"[Executive Auto Glass'] whole premise is, the public isn't aware that when a windshield is replaced, it's actually an important piece of safety equipment. [One of lesser quality] might not support an airbag or a rollover," said Jack Wallwork, creative director of the Boston agency.