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Everybody loves a winner, but it’s not the winners who really need skillful advertising.

So when Hanna & Associates in Spokane, Wash., got to work on a campaign for the Washington State University football team, the Cougars’ woeful 3-8 record last year was something to consider.

The shop’s creative director, John Baechler, cobbled together three emotional spots built around the simple theme “Cougar pride.”

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