The assignment: give am/pm, seen in our research as a poor man's 7/11, a tangible identity-a destination status-using their wide variety of name brands as bait.

"The proposition we shelled out to the young male target was pure straight talk: don't just go there because it's next to a gas station, go there because it has 'Too Much Good Stuff.'

The launch spot for the campaign became a cult hit in California, a simple premise beautifully executed.

Never before had a convenience store been feted by humorous storyline commercials. am/pm experienced an immediate surge in customer count."

--pg. 293