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Sometimes a Hispanic campaign is just better than the general-market one. Take American Airlines' new "We know why you fly" platform. Miami-based Zubi Advertising's moving, nostalgic "Empacados" spot focuses on the moments you'd like to take back with you, a message with special appeal to Hispanics with roots in other countries. In each vignette, the person who's leaving figuratively frames the moment, from a small boy swimming with his friends in a pond to a departing grandfather's sad farewell at the airport. The spot ends with the voice-over: "If you could take everything with you that you miss, you'd have no reason to go back. We know why you fly." See the spot at AdAge.com QwikFIND aap96w
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