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R.J. Reynolds Tobacco Co. is shifting gears with Doral, moving away from relationship-focused ads. The new effort, from Coyne Beahm, Greensboro, N.C., humorously plays up the value of the low-price smokes, using animals. In one, a kitten stares at a ridiculously oversize fish in a tiny bowl; in another, a dog is surprised by a never-ending array of hydrants. The theme: "More than you hoped for. For less."

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