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Nursery rhymes become headlines on a news ticker in DiNoto Lee's first work for CNN's Headline News channel.
Taking a just-the-facts approach, the New York agency celebrates such classic children's tales as the three little pigs and Humpty-Dumpty. The tale of Humpty-Dumpty becomes "Giant Egg Shattered in Tragic Fall." The pigs: "Pig's House in Shambles. Huffing, Puffing Suspected."
The tagline is, "Get-to-the-point news."
"It's something you wouldn't expect from a national news network," said Headline News president Bob Furnad.
"You want a little bit of mystery. You want people to engage," explained agency partner Esther Lee. "It just works more clearly [by] actually using metaphors."
Nine 10-second spots break this week in spot markets. The campaign, also includes outdoor, print and radio. Sources said the account was worth $5-10 million.
- Andrew McMains