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Martin/Williams positions snowmobiling as a family activity in its new advertising for Polaris Industries, which previously targeted its core male audience.
“We wanted to be sure we were depicting the social rider,” said Ed Dziedzic, an ac count manager at the Minneapolis agency.
Breaking in Minnesota this week, a TV spot depicts a family wolfing down a large meal as the snow falls outside. The family—from grandma to the youngest child—leaves the table uncleared and in a hurry.
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