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Foote, Cone & Belding’s first ads for WebTV reposition the product as a premium interactive TV service rather than an inexpensive way to send e-mail and cruise the Web.
The campaign from the San Francisco agency consists of a mysterious 60-second teaser TV spot that broke last week and six 30-second spots that begin rolling out this week. The agency won the $50 million account in July.
Ads, aimed at 25- to 49-year-old professionals rather than the over-40 crowd targeted previously, use humorous scenarios of people watching TV.
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