Cut to the Chase

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Company: Konica Minolta Printing Solutions USA, Mobile, Ala. Agency: Cronin & Co., Glastonbury, Conn. Market: Information technology Quick chase: It's the dialog between two co-workers that carries the day in this well-produced, 30-second spot. A worker in the company's cube farm is anxious about the whereabouts of a proposal he's about to make. Attempting to locate it, he calls a colleague who's in a hotel room in Boise, busily munching french fries and tooling around with his laptop propped on the bed. During the course of the lively, credible conversation between the pair, viewers are left with the impression that Konica Minolta's bizhub can flawlessly handle a variety of functions-even from a remote site. The twist is that unbeknownst to the employee at headquarters, the bizhub is right under his nose, just beyond the wall of his cubicle. Clue: We're big fans of ads that create realistic scenarios that will resonate with viewers. We're also big fans of french fries.
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