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CHICAGO The Foley Group uses a bulldog as a symbol of the Pioneer Press‘s qualities in a new campaign for the St. Paul, Minn., newspaper.
The campaign from the Minneapolis agency, which includes TV, radio, print and outdoor, broke last week. The television spots focus solely on the bulldog as a metaphor. One simply shows a panting dog for 30-seconds before onscreen text states, “Truth. It isn’t always pretty.” In another TV spot, an unseen human commands the dog to roll over.
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