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NEW YORK Mcgarrybowen has launched a campaign for Verizon Communications that trades in a family sitcom approach for more straightforward, product-benefit fare. The new effort, which includes TV spots, print ads and an online component, repositions Verizon as a broadband company and introduces the theme, “Richer. Deeper. Broader.”
One spot depicts a boy on a bicycle delivering a newspaper to a suburban home. Before long, the boy becomes part of a flock of children on bikes, tossing everything from papers and compact discs to a film reel and video game console.
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