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Young Men Bond Over Bourbon in Chicago Agency’s Opening Effort
CHICAGO–Jim Beam Bourbon plans to make “real friends” out of its target audience with an ad campaign from Young & Rubicam breaking later this month.
The effort, tagged “Real friends. Real bourbon,” is Y&R Chicago’s first for the Deerfield, Ill., distiller since winning the $10 million business in March.
Print ads center around an inner circle of young men. In black-and-white snapshots, they are seen sharing drinks at hangout spots including a bar and a pool hall.
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