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The latest U.S. Marine Corps recruiting :60, called "Rite of Passage," had its debut in the field of fire, you might say: It had its patriotic premiere at high noon on nothing less than the Jumbotron in New York's Times Square last month, before an assembly of the Few and the Proud in full regalia. Created at JWT/Atlanta, and directed by Flying Tiger Films' Mikael Salomon, the spot is another of those slay-the-fiery-beast-with-Excalibur numbers, which must have dismayed the WWII vets in the crowd -- but times, of course, have changed. The Marines are "trying to attract a generation that grew up on videogames," notes Flying Tiger executive producer Jeff Devlin, who was in attendance. So how'd the spot go over? Like gangbusters, says Devlin. Marines aren't the type to cry or even smile, he notes, but the event was "very emotional," and when the spot was over they cheered. "And I never felt so safe in the middle of Times Square," he marvels. (TK)

The Waterboy

Jamison Humphrey, 26, is a young man with a wet and wild idea: To sell bottled water to Gen X, and not just any water -- extreme water. Well, how extreme is it? It's called H3O, and its slogan is "Barely legal." Oh, is it, like, barely legal because H3O is the formula for 'heavy' or 'atomic' water, used in nuclear experiments? No, this is just heavy water, as in, "That's heavy, man," explains Humphrey, CEO of four-year-old H3O Inc., based in Beckley, W. Va. So how does it taste? "Well, it's spring water," says Humphrey. "It's hard to characterize." But it's not slightly illegal anywhere, like you might be guilty of a misdemeanor for drinking it? "No, the slogan is just marketing." Oh. Anyway, Humphrey, who's done only trade advertising so far, says his product is

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