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"Come on, Joe" - 2015 Advertising Campaign

Joe's little sister, Emily, gives a moving account of the tragic car accident that left her brother with shattered legs and a serious head injury. She shares her initial fears and subsequent joy at his miraculous recovery. Kids have ways of explaining things that's all their own. So we put them at the center of this year's advertising campaign, and let them do what they do best: be kids.

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