Cut to the Chase

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Company: Scapa North America, Windsor, Conn. Agency: Magee Marketing Group, Wethersfield, Conn. Market: Design engineers Quick chase: The headline carries the day in this ad for Acrylon acrylic foam tapes. The oversized wordplay headline practically screams at the reader. But that's OK because it's delivering an important message about the foam tapes' eternal quality: "Try it once. You'll stick with it forever." In the text, Scapa delivers a workmanlike description of the product's mounting, sealing and assembly applications. The simple image of three rolls of the foam tape fits in nicely between the headline and text. There's a clean, focused look to this ad. Clue: Forever is such a long time.
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