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HALLMARK BEGINS MOTHER'S DAY PUSH

New Campaign Includes Original Music From Burnett's Chairman-CFO

Published on .

NEW YORK (AdAge.com) -- A $30 million Hallmark Cards branding effort, breaking today, unveils a new tagline for its greeting-card line and music from its agency's chief creative officer.

The theme "They'll never forget you remembered" replaces the "Cards work" tagline set last year.

Leading a five-spot package from Bcom3 Group's Leo Burnett USA, Chicago, is the emotive "Anthem Mother's Day," which flashes black-and-white photographs of mothers and daughters.

The spot is set to an original score composed by Burnett USA Chairman-Chief Creative Officer Cheryl Berman and sung by folk-rock artist Shawn Colvin.

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