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CHICAGO Campbell-Ewald uses the University of Michigan’s fight song, song, “Victors,” to tout the University of Michigan Health System in a new marketing and fundraising campaign.
The effort from the Interpublic Group agency includes television, radio and print. One TV spot opens with shots of a 4-year-old playing in a bathtub. With a new orchestration of the song as a soundtrack, the ad shows doctors and patients in a montage as onscreen text highlights key lyrics such as “Hail to the victors valiant” and “Hail to the conquering heroes.”
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