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Will “Whip It” by new wave legends Devo-a hit that’s now 18 years old-make 8-13-year-old boys think yo-yos are cool?
New York’s GFS/Levinson Group is using the 1980 anthem from the band’s “Freedom of Choice” LP to give its new ad for Duncan’s Trans-AXtion yo-yo a nonconformist hipness.
Agency creative director Joel Levinson sees an advantage in kids’ lack of familiarity with the song: “If we can own the whole phrase “Whip It,’ it has a wider reach.”
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