USA Today Gets the Gray Out

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Pam Anderson can't compete with USA Today.
In McCann-Erickson/N.Y.'s new campaign for USA Today, the national newspaper promises to be "Never Dull. Never Obvious. Never Gray." -- a clever swipe at less colorful competitors like The Wall Street Journal and The New York Times. To drive the point home, five spots break this week illustrating just how compelling the paper can be.

Directed by Turnpike Films' Justin Reardon -- the former DDB/Chicago copywriter who put himself on the map earlier this year with an over-the-top spec spot for Nutrigrain -- the campaign takes several comic approaches to the message. In one spot, a naked man gets locked out of his hotel room and has to trek to the lobby covered in nothing but a complimentary paper, fighting off curious readers along the way. In two of the spots, not even the attentions of bombshells Pamela Anderson and Carmen Electra can distract a man from his daily read, while in two others we see men lulled to sleep by their boring newspapers. As the copy tells us, "This did not have to happen."

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