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MULTICULTURAL: SPOTLIGHT: TELECOM USA: OFF FISHING

Published on .

Telecom USA, a long-distance dial-around service, uses two little goldfish to send a uniform message to Chinese, Japanese, Korean and Vietnamese markets. The challenge was to create a postive image and convey the service's cost sav ings. Goldfish have a positive connotation regarding luck and good news in Asian mythology. A version of the spot airs in each language. Admerasia is
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