Keep It Simple. Let's Do The Obvious

We Want Consumers To Say, 'that's A Hell Of A Product' Instead Of, 'that's A Hell Of An Ad.'

Creative Ideas Flourish Best In A Shop Which Preserves Some Spirit Of Fun. Nobody Is In Business For Fun, But That Does Not Mean There Cannot Be Fun In Business.

The Sole Purpose Of Business Is Service. The Sole Purpose Of Advertising Is Explaining The Service Which Business Renders.

There's No Such Thing As 'hard Sell' And 'soft Sell.' There's Only 'smart Sell' And 'stupid Sell.'

Anyone Who Thinks That People Can Be Fooled Or Pushed Around Has An Inaccurate And Pretty Low Estimate Of People - And He Won't Do Very Well In Advertising.