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SS+K’s new campaign for student-loan company MyRichUncle shows parents with the tops of their heads sliced open and their brains removed. Copy lines include: “I didn’t use my brain. I went straight to the financial aid office” and “I didn’t think about saving thousands of dollars.” The tagline is, “Thinking saves thousands.” MyRichUncle stirred things up a couple of years back with ads that encouraged students to question the relationship between universities and lenders.
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