Cut to the Chase

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Company: Hyatt, Chicago Agency: BBDO, New York Market: Meeting planners, business travelers Quick chase: We're all for a spoof of those lame posters that hang in the cubicles of sales offices everywhere and are designed to drive the reps to achieve greatness or least this month's quota. So give credit to Hyatt for its clever targeting of a business audience, which will get a chuckle from this campaign. “TEAMWORK ... is rarely inspired by posters of skydivers holding hands” reads the headline. But the chuckle may be as far as the audience gets because the type—ragged lines of all-cap yellow letters set against a dark-green background—is so off-putting. Clue: Copy can't inspire Jack Handy-like deep thoughts if the text disinvites the guests.
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