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Eucuador New television channel TC slips its name into the headline, creating a Spanish pun meaning "Orient yourself. For the right path." This clever magazine ad also clues readers in on the channel's irreverence by spelling its name with two solemn icons of Christianity.

Agency: DeMaruri, Quito

Creative director: Erik Grunberg

Art director: Carlos Cisneros

Copywriter: Fabiola Varas

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