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CHICAGO Colle + McVoy implies that if a black bear can cut short its hibernation, so should Midwesterners in a new campaign for Explore Minnesota Tourism.
In six new 15-second spots running through mid-February, the bear—a native Minnesota creature—is shown cranking up an ice-fishing auger, losing his car after shopping, navigating a ski-tow rope and boogeying on a dance floor.
“Don’t hibernate this winter” is the campaign tagline.
In addition to the TV commercials, the effort includes radio, newspaper, outdoor and online advertising.
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