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Cut to the Chase

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Company: AMD, Sunnyvale, Calif.
Agency: Young and Rubicam, San Francisco, and Sicola Martin, San Francisco
Market: CIOs, CEOs
Quick chase: This AMD ad reminds us of a long-ago time when industrial ad copy was often long and frequently told a great story. But attention spans are considerably shorter now, and the details and elaboration that once appeared in an ad are best left to the company's Web site. Nonetheless, this ad that describes AMD's marriage of innovation and collaboration known as Fusion has stopping power because it's so different looking from ads that are dominated by images of people or products. The only image is a circle resembling a dinner plate featuring the word “fusion.” Many will find the copy-heaviness off-putting, but we gave it a chance and discovered a well-told story about how AMD is helping its partners in the movie and video game industries march into the future.
Clue: The trick is to make long copy read like short copy.
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