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Vintage Promotion

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Second-hand does not have to mean musty, according to a series of print ads for Boomerangs, a resale shop in Boston that benefits the AIDS Action Committee.
A series of posters and small space ads by Mullen in Wenham, Mass., finds humor in what is used, forsaking images for such pithy statements as, "We dry clean every piece, because vintage is a look, not a smell," and "Now that you're out of the closet, how about liberating some of those old suits?"
"We were looking to be funny but relevant," said copywriter Steve Mietelski. "A lot [of advertising] is funny for funny's sake, but the main [objective] was to get people to realize things about the store. They have some neat stuff there, so we tried to create a funny but intelligent attitude."
The posters, direct mail executions and print ads are aimed mostly at college students and avid bargain hunters, Mietelski said.
Mullen helped launch the store three years ago, creating the client's name and logo.
--Sarah Jones