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BtoB's Best Creative
Agency: Eric Mower+ Associates, Syracuse, N.Y.
Campaign name: “Paper Because/Waiter”
Launch date: March 2013
Why we liked it: There's something to be said for paper. It's much lighter than a stone tablet and it doesn't require a battery like the electronic versions do. Paper company Domtar Corp. hilariously underscores the benefits of its product with a spot featuring a waiter who overestimates his ability to commit to memory orders from a table full of guests. When challenged by a guest as to why he wasn't writing things down, he replies with a babble of incorrect orders to the dismay of the diners, who probably won't be returning any time soon.
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