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Lumens

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Company: Lumens, Fremont, Calif.
Agency: N/A
Market: Education
Quick chase: Lumens clearly displays its Ladibug document camera and trots out 11 bullet points about the camera's capabilities. It even throws in a shot of students in a classroom, most of whom aren't paying attention to much of anything. But all that combined with a headline that fails to sell adds up to a dull execution. The bulleted features are never translated into a benefit.
Chasers' choice: Goat <
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