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TBWA/Chiat/Day attempts to update the California State Automobile Association’s rather staid image with a new regional ad campaign in Northern California, Nevada and Utah. Billings are an estimated $5-10 million.
The outdoor and TV ads are the shop’s first for the American Automobile Association affiliate since absorbing the client’s former agency, Ketchum Advertising here, in early 1998.
“We hope this campaign really resonates with young people,” said Peter Angelos, creative director for TBWA/C/D, San Francisco.
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