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DALLAS Nortel veers from its 3-year-old, trade-focused ad strategy with a $10-15 million campaign that breaks this week in The Wall Street Journal.
The effort, from Interpublic Group’s Temerlin McClain in Irving, Texas, revolves around going beyond possibilities. One ad features a city below a limitless sky and reads, “The answer is hiding. Find it. The opportunity is escaping. Tackle it. The future is arriving. Own it.”
A second ad showing a desolate shoreline asks, “How do you ask for directions when you’re going someplace no one’s ever been before?”
The work will also run in The New York Times and Business Week as well as the trade press.
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