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Teletext is re-asserting its role as the provider of simple and succinct information accessible through the TV with a fresh campaign. The work aims to promote Teletext as a service that cuts out all unnecessary information. The first 40-second TV spot shows shots of a variety of everyday situations that people are faced with, including: a boring boardroom meeting; talk show hosts chatting; people talking on mobile phones; and politicians speaking. Incorporated into each shot is the word "Blah". The ad ends with the strap-line: "Teletext. No Blah Blah."