The end justifies the means.

Or actually, the end dictates the means, and it’s good to remember that when you’re in the advertising industry. The contractor buying an excavator will pretty much use it to dig for gold. This is one of our favorite ads. It ran very successfully in several regional pubs, as a print ad and as an insert, plus as online banners.

Strategy, concept, art direction, copywriting, by Inside Out Communications, Inc.