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Martin/Williams addresses the bond between man and machine in its first work for snowmobile and personal watercraft marketer Polaris Industries.
The print campaign, breaking in September editions of enthusiast magazines, touts the company’s model year 2000 snowmobiles. One execution features a close-up of a helmet with the snowmobile reflected in the visor. The headline reads, “It’s only engineering until you get on. Then it’s all chemistry.”
“We wanted to articulate the feel of riding the Polaris,” said agency account manager Rick Coad.
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