In a campaign sprinkled

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with references to Twisted Sister, organized crime and dysfunctional families, a dog presented the biggest problem.

Before shooting began for the first Lycos Network commercials from Hill, Holliday, Connors, Cosmopulos, Joe Berkeley, creative director/copywriter for the Boston agency, had his doubts about Basil, the black Labrador retriever who appears in all three spots. (Print and outdoor work will follow the TV effort.)

The question was: Could the dog dig it? “It’s hard when you’re talking to a dog.



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