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The news earlier this year that scientists had managed to clone a

sheep was the catalyst for this advertisement. The press ad, which was

created by Young and Rubicam in Madrid for Xerox, features excerpts from

Spanish newspapers that reported news of the cloning breakthrough. The

two executions, which carry news stories from different papers, bear the

same strapline: ’What’s the big deal, we’ve been making identical copies

of sheep for 49 years.’ The aim of the advertising is to convey the

message that the production of identical objects is not a novel concept

for an office equipment company such as Xerox, which has been mass

producing machines for some time. The campaign ran from the start of

March.

Country: Spain

Agency: Young and Rubicam Madrid

Client: Xerox

Copywriter: Anselmo Ramos

Art director: Cassio Moron.