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In an effort to acknowledge its longtime gay clientele for its support after conducting research on the group’s preferences, Volkswagen is making its first attempt to reach the homosexual community with new print ads from lead agency Arnold.
Photographer John Arsenault shot the Havas shop’s ads in the gay-friendly locations of Provincetown, Mass., Palm Springs, Calif., and Los Angeles. One depicts a Provincetown beach at sunset. Copy in part reads, “This summer, we set out to capture those moments in life when everything gels.
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