Optiva spies new angle for toothbrush ads

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Optiva Corp., maker of the sonicare power toothbrush, this week eschews the shining teeth and bubbles in traditional toothbrush advertising for a James Bond-style national campaign tagged "Amazing, isn't it?" which touts the scientific aspects of sonic technology. The estimated $6 million campaign, from agency Goldberg Moser O'Neill, San Francisco, will run on national TV and national cable as well as in seven magazines.

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Republicans, claiming the AFL-CIO is illegally trying to buy the election with political advertising, launched their own negative ad blitz in targeted districts across the country with a spot from Strategic Communications suggesting the union's advertising is from "big labor bosses." Republicans, who said the spots will be aired by state parties to get around federal spending limits on the national party, said they wanted to balance advertising from the AFL-CIO. The Republican National Committee said the AFL-CIO campaign goes beyond the issue-oriented advertising allowed by special-interest groups because it features candidates.

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