creative campaigns: Lemon Aid

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Humorous spots put the truth back in used-car buying
The Martin Agency had a tough call developing its new $20 million TV and radio campaign for Carfax.com, an Internet database containing the histories of millions of used cars.
The Web site (www.carfax.com) is designed to help consumers avoid purchasing a four-wheel catastrophe.
“As an advertising person, [the Web site] was a blessing,” says copywriter Raymond McKinney.

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