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By Sarah Jones
BOSTON–The Hub’s newest agency last week unveiled commercials with an anti-smoking message aimed at inner-city kids. The television and radio ads, created by The Heat, seek to penetrate the young black market by using local teenagers and the tagline, ‘Don’t let the cigarette companies play you.’
‘We wanted black youth talking to black youth to cut down on the corniness factor,’ said agency principal and art director DeMane Davis. She noted that students from Boston
English High School were cast to appear in the spots.
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