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Ampol
Art director: Warwick Majcher, Clemenger Sydney
Ampol wanted us to find a way to justify the high price of Super Unleaded. At the same time we should be suggesting that Ampol's Super is somehow different from everyone else's. The old pre-emptive claim trick, as in Budweiser's classic, "We steam clean our bottles." (As if any other U.S. brewer didn't.) Photographer Peter McIntosh managed both shots within 50 kilometres of Sydney. The ad ran in Good Weekend and The Bulletin.

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