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Bell bicycle helmets are not your father’s headgear.
Crispin Porter + Bogusky’s new print work for Santa Cruz, Calif.-based client capitalizes on Bell’s 50-year history as a manufacturer of helmets worn by high testosterone types like race car drivers and fighter pilots.
Ads break in cycling publications including Mountain Bike andBicycling next month.
Media spending will be less than $1 million.
“If you look at the helmet category, the competition is talking about design and beauty,” said agency art director Paul Stechschulte.
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