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Published on .

Portugal Road Safety-Accident Prevention: "Skull" (EPG/ TBWA; Shots; :30). In what appears to be a science classroom, white-smocked "professor" shows us two items on his desk: a human skull and a crash helmet. Speaking in Portugese, with subtitles, he produces a sledgehammer and smashes the skull to pieces. He then hammers the helmet, which doesn't break. Next he lifts the helmet off the desk and ...... there's a youth under it, rolling his eyes and looking dazed but intact. The professor pats the boy's head and says "You'd better drive by the book." Shock effect powers this category winner encouraging helmets for bikers.

United Negro College Fund: "I Rise" ( Young & Rubicam; Eric Laneuville; :60). Superimposed over African-American graduates in robes rising to their feet, Maya Angelou reads a variation of her stirring poem "Still I Rise": "Just like moons and like suns,/With the certainty of tides,/Just like hopes springing high,/Still I'll rise...../Out of the huts of history's shame/I rise/Up from a past that's rooted in pain/I rise/I'm a black ocean, leaping and wise/Welling and swelling I bear the tide./Leaving behind nights of terror and fear/I rise/Into a daybreak miraculously clear/I rise/Bringing the gifts that my ancestors gave,/I am the hope and the dream of the slave./And so/I rise ....." Powerful message closes with the UNCF's longtime slogan, "A mind is a terrible thing to waste."

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