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Cut to the Chase

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Company: Brother International, Bridgewater, N.J. Agency: N/A Market: Technology integrators Quick chase: Lost amid the riot of various type faces, images, headlines, phone numbers, bullet points and fine print is the real hero of the ad-the Brother QL PC label printer. The poor guy barely has room to breathe. We appreciate that the ad also attempts to show the finished product-labels affixed to items such as envelopes, X-rays and laboratory test tubes-but it only makes the assault of images and information worse. Unclutter this execution, and the readers might get a better look at the product and its capabilities. Ads this busy look amateurish. Clue: The Brother QL label printer may be the intelligent health care labeling solution, but this ad is decidedly not smart.
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