The assignment: introduce Bugle Boy jeans, a parity product, on a media budget significantly less than Levi's or Lee's.

"In the editing bay, the idea leaped off the monitor. Everyone involved in the post-production process, mostly young guys in jeans, thought it was sensational.

A year after its first appearance [on a nationally-televised USC-Notre Dame football game] Bugle Boy's total sales had quadrupled to $600 million. Nothing born in our agency, before or since, has ever achieved that level of instant success."

--pg. 264