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BOSTON “Consider yourself warned” is the positioning line of Arnold’s first work for Gillette’s Tag Body Spray. The push from the Havas-owned agency here includes TV, radio, print and online iterations.
The budget was not disclosed, but sources said initial ad spending would be at least $50 million.
Arnold was chosen for the assignment last year [Adweek Online, Nov. 8].
The campaign employs broad humor and sexual innuendo in an effort to appeal to teens and young adult males, the key target market for the product.
Commercial
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