Word: clowe
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Plus, says Clow, the Super Bowl audience comes with certain expectations. People want the commercials to entertain them. They want to see others having a good time, because they're having a good time themselves at a Super Bowl party. They want to talk about the ads at the watercooler. "If you show up with something serious like [Pepsi Refresh], you're going to get ignored," says Clow, who also masterminded Apple's legendary "1984" Super Bowl ad. "If you're going to be there, you have to do something over the top." Some serious spots, like the anti-abortion...
...problem, say marketing experts, is mixing the medium with the message. "The Super Bowl is just too extravagant for something like this," says Lee Clow, chief creative officer and global director of media arts at TBWA Worldwide, the agency that created Pepsi's campaign. "It's seems like a contradiction to say you're going to set aside $20 million in marketing dollars for a worthy cause, then turn around and spend $12 million on two 60-second spots for the Super Bowl. Couldn't that money be put to better...
...ruins from the Greek, Roman, Byzantine and Persian civilizations. The 510-km Lycian Way, which runs from the sleepy coastal town of Fethiye to the bustling port city of Antalya by way of ancient roads, nomad trails and mule tracks, was drawn up and painstakingly waymarked by Briton Kate Clow?a keen hiker living in Turkey?as an alternative to the mass tourism sweeping Turkey's coasts. Highlights include visiting the Iliad's ancient cities of Xanthos, Letoon and Patara, swimming in the sunken city of Kekova and exploring Lycian rock tombs carved into the cliffs. En route, turquoise waters...
...ruins from the Greek, Roman, Byzantine and Persian civilizations. The 510-km Lycian Way, which runs from the sleepy coastal town of Fethiye to the bustling port city of Antalya by way of ancient roads, nomad trails and mule tracks, was drawn up and painstakingly waymarked by Briton Kate Clow - a keen hiker living in Turkey - as an alternative to the mass tourism sweeping Turkey's coasts. Highlights include visiting the Iliad's ancient cities of Xanthos, Letoon and Patara, swimming in the sunken city of Kekova and exploring Lycian rock tombs carved into the cliffs. En route, turquoise waters...
...history sets this trail apart," says Clow. "Many of the historical sites aren't otherwise accessible. The other great thing is that you can swim nearly every day." In its entirety, the moderately strenuous route takes three weeks to follow, but it is split into stages that can be hiked over a weekend or even an afternoon. "There's something for everyone," says Clow. Coastal towns along the trail offer rustic pansiyon (guesthouse) accommodation, but for a real slice of local life, Clow recommends staying in village homes: many families keep a spare room for walkers. Ah, the exhilaration...