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Look closely at Wieden & Kennedy’s new TV spots for PowerBar and you might recognize a couple of other brand names on the Portland, Ore.-based agency’s client list.
In a 60-second spot titled “A Photo Finish,” both Nike’s “swoosh” and ESPN’s logo appear on a banner across a finish line. In the spot, a marathon runner (with a “swoosh” on his shirt) is leading the way to the finish line. But he is so weak (ostensibly because he hasn’t eaten a PowerBar) that he bounces backwards off the finish line tape and loses to another runner.
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