You must make the product interesting, not just make the ad different. And that's what too many of the copywriters in the U.S. today don't yet understand.

" He argued that advertising campaigns should be unchanging with a single slogan for each product. The promotion was paid for by the Tobacco Institute who also paid Frank to write the article. Reeves is also notable for creating Dwight Eisenhower's presidential ads for the 1952 election.

[citation needed]. Reeves generated millions for his clients the Ted Bates agency where he rose to chairman exists today as Bates 141. Rosser Reeves (10 September 1910–24 January 1984) was an American advertising executive and pioneer of television advertising.