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Sega of America will launch a $25 million ad campaign next week, the first work from new agency Foote, Cone & Belding.
The work is a radical departure from ads created by Sega’s previous agency, Goodby, Silverstein & Partners, which split with the client in May over “creative differences.” Gone are the quick-cut images of hyperactive teens loudly playing video games. In their place are vignettes that are meant to be “more approachable” than the “blood-and-guts” mentality of most ads in the category, said Chuck McBride, group creative director on the Sega account at FCB here.
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