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Published on .

Nabisco Biscuit Co. this week breaks what amounts to a rather edgy new effort for the conservative marketer, for its Air Crisps line. The 30-second spot, from

McCann-Erickson Worldwide, New York, features a young man at a funeral "comforting" a grieving widow-with increasingly false platitudes-in an effort to stay near a bowl of the product. At the close, he makes off with the box, claiming the deceased "would have wanted me to have these." Nabisco is spending $10 million overall on its Air Crisps campaign.

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