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Euro RSCG's ads for Newcity magazine attempt to portray the Chicago weekly as a free-thinking alternative news source for folks who wish to be "unassimilated" from the mainstream. This might have been a better approach 10 years ago, before the Web and mobile media were hyper-ubiquitous and put myriad news sources at everyone's fingertips. Also, the images of a guy shearing sheep's wool off his leg ("Reject the herd mentality") and a woman tearing off her face ("Emerge from the ordinary") are a tad off-putting and actually kind of conformist.
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