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New ad may be too blue to fly

The TV spots begin with a woman staring at her packed bedroom closet as a dinner party has started in her living room. Frustrated that she has nothing to wear (despite a closet full of clothes) she makes an unexpected and controversial wardrobe choice. The new campaign was the first for Bluefly to be created by New York’s McCaffery Gottlieb & Lane.

Targeted at women 25 to 49, the TV commercials are slated to appear during Sex in the City on TBS and on BRAVO.