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Campbell-Ewald Advertising in Warren, Mich., has created a pro bono outdoor and radio campaign for the Michigan Office of Highway Safety and Planning aimed at getting men ages 16-25 to wear their safety belts.
The offbeat campaign pairs ’50s images with ’90s irreverence. Copy on one billboard, featuring a smiling man, simply reads, “Windshields get rid of acne fast!” Another reads, “Look mom, only 432 stitches!” All outdoor pieces have a bold red border at the bottom with the words “Buckle up.”
State officials turned to CEA because they felt the agency’s work for Chevrolet cars and trucks gave...

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