Backed by research showing tech-savvy 18- to 32-year-olds like new brands and gadgets, Deutsch/LA's campaign for wireless start up Helio humorously emphasize how the company's product is not just an ordinary cell phone. The campaign for Helio, jointly owned by SK Telecom and EarthLink, includes TV spots, print ads in Rolling Stone, GQ and Blender, and billboards.

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