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Become someone else

A used book store in Lithuania called Mint Vinetu has quite a nice ad campaign going with the motto “Become someone else. Pick your hero at Mint Vinetu.”

mintvinetu

Have a look at the posters at ads of the world!

One commenter said:

Do such ads work?

i agree that the approach, execution and copy are bang on, but would you pick up a book up because you want to be someone else?

I wouldn’t.

What on Earth can one reply to that?