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Slogans' Run

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Where would we be if our baloney had no first name? Or if diamonds didn't last forever?

Those questions, among others, are posed by a new radio spot that promotes agencies belonging to the FirstStates Council chapter of the American Association of Advertising Agencies, based in Philadelphia.

The spot, which broke recently on local and regional Pennsylvania radio stations, notes that without 4A's agencies, "coffee would only be good to the last mouthful or so," and "headache remedies wouldn't go plop and fizz."

The tagline: "Even if you don't know us, you know what we can do."

"We wanted to capture the essence of how advertising influences people's lives," said Linda Rosanio, CEO of The Star Group in Cherry Hill, N.J., which created the pro bono work for the Philadelphia 4A's. "Some of the great things people remember, jingles and positioning lines, were created by 4A's agencies."

The spot is part of a campaign for the organization that also includes four print ads, each of which features a familiar slogan with one word missing; these broke in Philadelphia publications in December.