Mullen Breathes New Life Into More Mature Oxygen

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With Oxygen Media advancing into adolescence, Mullen has discarded the maternity ward imagery of its original campaign in favor of a more adult approach, grounded in irony and the reversal of stereotypes.

The new work, which began airing last week, incorporates mock beauty pageant footage and introduces the tagline, “Fresh media for women.”

“Pageants portray a one-dimensional view of women,” said Mullen creative director Tim Roper.

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