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Why Not 'Commit To Something'?

  • Forbes, Friday, January 29, 2016 8 AM

Is the new Equinox campaign great or obnoxious? Christian Hughes, president and principal of San Francisco-based ad agency Cutwater writes that the campaign, “Commit to Something” thinks polarizing, in this case, is good. “To me, that’s the point. In my opinion, the campaign is a perfect example of advertising as a hyperbole.” He argues that their clear point of view on breaking out of societal conventions is compelling.

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