So when a ball is deflated,it has "less body"? I'm sure there's a language thing here that I'm missing.

The Client: Toshiba Media: print Advertising Agency: Y&R Israel Chief Creative Officer: Benni Bronski Creative Director: Dror Nachumi Art Director: Meital Miller, Tom Zakai Copywriter: Itai Pizanti Executive Client Director: Daniel Meirovich Account Supervisor: Adi Netzer photographer: Menachem Reiss Published: April, 2012

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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