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There they go, twisting the meanings of words again. Emigre (www.emigre.com; 800-944-9021), the digital type foundry and magazine, has released Hypnopaedia, a series of 140 patterns created by Zuzana Licko, Emigre co-founder. Based on "concentric rotation" of a single letterform from the Emigre fonts library, individual patterns can be combined to create an infinite variety of backgrounds. The set is available for $59. Emigre co-founder Rudy VanderLans designed the hip and hypnotic Hypnopaedia booklet.

Thank God Bruno Bettelheim didn't live to see this. London's Bartle Bogle Hegarty rewrites some beloved children's tales in a new print campaign for Elida Faberge's Lynx male body

spray. Ads tagged, "The Lynx effect" -- the essence of the essence is, Wear Lynx and women will become your playthings -- feature these dubious entendres: "After huffing and puffing with all his might, he shouted, 'I'm coming down your chimney!' "; "Ivor the Engine whistled happily. Now he could go in and out of the tunnel as many times a day as he liked."; and "Cuthbert's hose [he's a fireman] seemed to have a life of its own." More like a poke in the eye than a wink-wink, nudge-nudge. Credits to creative director Dennis Lewis, art director Rosie Arnold, writer Will Awdry and typographer Andy Bird. Jonathan Langley illustrated the ad seen here.

Eavesdropper's ball. Reminiscent of Francis Coppola's superb The Conversation is an eerie, brilliantly executed :30 from Irvine, Calif.-based dGWB for Qualcomm, whose digital cell phone is touted for its superior security features. Directed by David Ramser of The A&R Group, the spot is themed, "Because you never know who's listening." In fact, everyone's listening as a typical business exec takes a seat in Tiny's Cafe and tries to place a cell call. He's surrounded by a crazed chef who violently chops vegetables, a Stepford waitress who mindlessly overfills his coffee cup and a team of malevolent dwarfs in hiding, all hanging on his every word. Creative director Jon Gothold explains, "the commercial is about paranoia. This phone is dope stuff. Everyone wants it. We pushed that idea to the extreme." Additional agency credits to associate creative director Joe Cladis, ACD/writer Ed Crayton and art director Jeff Labbe. Edited by Andrew Bortin at Avenue Edit; sound design by Steven Dewey at Machinehead.

But does he have a lava lamp? Martin Creative, Los Angeles, fans the flames of sin with a new print campaign for the Volcano lighter, a posh little weatherproof instrument designed exclusively for the man with Kobe beef on his plate, a snifter of brandy in his hand and several fine Cubans in his breast pocket. Tagged, "Maximize your vices," the campaign features Mr. Onaclov (get it?), a wicked bon vivant who, explains writer Sally Hogshead, "likes fast cars and big-breasted women; the kinds of naughty indulgences that aren't exactly PC. He's not the devil in the sense of the Anti-Christ, more the guy sitting on your shoulder." Additional credits to creative director/art director Jean Robaire,

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