Peter Arnell's Super Bowl-Size Hyperbole

3 Minute Ad Age: Jan. 28, 2009

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NEW YORK ( -- Is SoBe Lifewater's 3-D Super Bowl commercial really as monumental a historical landmark as Thomas Edison's invention of motion pictures? That's the bit of PR color Peter Arnell was trying to weave into a press conference unveiling of the spot yesterday. But, after all, Mr. Arnell, CEO of the Omnicom agency of the same name, has never been one to let hyperbole get in the way of a good product push.

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