Xerox Corp., Rochester, N.Y.

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Agency: Y&R, New York Market: IT management
Quick chase: If color is the essence of the product, then color should dominate the ad. That's exactly what Xerox does in this ad for its color printers. The image of one of those newfangled light bulbs with a rainbow of colors looks like some sort of high-tech ice cream cone. We generally don't like images that collide with the headline, but the colorful letters make for a sweet combination.
Chasers' choice: Gloat
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