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MAKE IT SIMPLE,
MAKE IT QUICK.

Challenge. Xidex wanted to register with customers that they had a choice of five different vesicular microfilms. It wasn't the world's most earthshaking news, so how could I present it as significant, exciting, and memorable?

Solution. Find the passion. What do people say when they're home a winner? Yeah. "Gimme five!" A spontaneous gesture. It has attitude and exuberance. It says that Xidex's five films are a winning combination. And it's easy to remember.

THIS AD EVEN MADE THE DAVID LETTERMAN SHOW

Challenge. Xidex had just built a new microfilm plant, but it was having production problems, and deliveries were falling way behind. To rebuild customer confidence, Xidex had to explain themselves, and they gave me the job of addressing this touchy problem in
an ad.

Solution. Dig up an interesting fact, and find a provocative way to state it. In this case, we knew the ad was read, because the number of complaints dropped off.

It also didn't hurt that someone sent it to Mr. Space-Between-His-Teeth.

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