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In a classic print campaign for the Citibank AAdvantage credit card nearly 20 years ago, Kirshenbaum Bond & Partners raised the question of what motivates men to buy presents for women—suggesting it might not all be about pure love but about mileage points instead.
In a similar vein, Wieden + Kennedy's new campaign for Velveeta, breaking today, introduces the notion of a "Liquid Gold Digger"—or a guy who's really only interested in your golden sauce, not you per se.