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Heh - Snowflake, you metioned the exact two things I was going to post. "Thelma! And von Stroheim!" We saw the version of Greed with the stills cut in. It was pretty incredible.
Definitely brilliant. I'm not sure how you could miss that it was a commercial for the wine... but even if you didn't know, I think out-of-the-box advertising is so much better than standard dreck. I'd much rather not know what something is advertising and be drawn in by what it has to say; for me, it drums up more interest in the product itself than "buy this product" would.
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