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I think it is like any other type of device. It depends on how entertaining and engaging it is. We’ve used people to throw eggs at a billboard, and it was an effective illustration of what happens when a train impacts a car. If it’s done right, it can be effective. If it is germane to the product, it can be very cool, very hip. ‘Overused gimmick’ seems a little insular; I can think of the Calvin Klein one and the Adidas one.
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