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Reebok has allocated one-third of its advertising budget to an effort that targets women.
Themed “It’s a woman’s world,” new commercials from New York’s Berlin, Cameron & Partners debuted last Thursday on the premiere of CBS’ Survivor Africa series. Those 30-second ads feature Survivor II: The Australian Outback winner Tina Weston and WNBA star Jennifer Azzi. “It’s a Man’s World,” James Brown’s soul standard, is on the soundtrack.
The ads are part of the company’s overarching “Defy convention” campaign unleashed as the year began.
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