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An aging Dustin Hoffman looks closely in a mirror. Using his fingers to pull his face taut, he resurrects the famous line, “Mrs. Robinson, you’re trying to seduce me, aren’t you?”
Hoffman’s playful mocking of Hollywood’s obsession with youth and vanity is a highlight of a new rebranding campaign for the E! Entertainment cable network. The work, from Ground Zero, Marina del Rey, Calif., broke last week during E!’s pre-show coverage of the Oscars.
TV spots are now running on E!, but will appear after April 15 on cable networks such as MTV, VH1, Comedy Central, Lifetime and FX, and during Entertainment Tonight and Inside Edition.
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