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LOS ANGELES TBWA\Chiat\Day’s first work for Sara Lee since adding the business in May, a campaign themed the “Joy of eating,” attempts to “disrupt the category by breaking from ‘functional’ advertising of food,” contemporizing a venerable brand while keeping it friendly, said Patrick O’Neill, creative director.
Using the folk tune “Happy Happy Joy Joy,” one spot, which broke last week, opens on ordinary folks preparing to enjoy Sara Lee treats and progresses through rhythmic cuts to show the food products, half-eaten.
“We
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