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Web World: Aetna ads speak the ‘online language’
By T.W. Siebert
From umpires who’ve lost touch with reality to the panic of an expectant father, McKinney & Silver melds exaggerated scenarios and computer icons to inform people about the depth of information available on the Net from Aetna U.S. Healthcare.
One spot in the estimated $6 million effort, which broke nationwide Sept. 20 on national, cable and spot TV, opens on a Little League game, with bases loaded and the tension rising.


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