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SMILE Agency: Nourish Creative, San Rafael, Calif. The butcher, the baker and the candlestick maker could probably all use a PDF pen to make changes on the fly to a document displayed on an iPad. In this case, it's a baker at Acme Bread in Berkeley, Calif., who's putting the product to good use. We like how the art director selected the right audience. If you're targeting small businesses, then let a member of the audience see himself or herself in the ad. There's a sense of clarity to this ad, including the text that says in the friendliest of terms: “If business is really cooking, there isn't always time to dash back to your desktop computer to update a price list or rearrange a brochure.” We like the smile on the baker's face, which reflects the advertiser's name. We might, however, make the iPad in his hands more apparent to reinforce the mobile nature of the product. Rating:
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