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Eminem launched his "Revival" album in September 2017. Interscope Records came to MilkMoney to run an outdoor advertising campaign teasing Eminem's album with fake Pharma ads and then after buying another campaign to announce Eminem's album launch. The OOH design of the teaser campaign is full of uniquely clever, subtle, and teasing copy with Eminem specific references, even the most dedicated fan might had struggled to figure it out. The backwards “E” in the brand name and the ad’s closing copy all hints to and are signatures of Eminem.