A nail company wants to expand their business... The firm, a long-established family company called Wilson's Nails, has seen their revenue declining in recent years and decides to try an ad campaign to boost sales. They contact a highly regarded Madison Avenue ad agency to produce an ad for them; After a few weeks, the agency sits the owners and senior managers down to view the initial proof for their TV ad. The ad opens on a shot of a lonely, barren desert. Slowly it zooms in... they can see that there is a hill in the desert. The camera zooms in more... they can see movement, like ants, around the hill. It zooms in further... they see that they're not ants, but people. Further yet... they see that there are three crosses sticking out of the top of the hill. Then the camera zooms in on the middle cross: A gaunt, bleeding man in a white loincloth is suspended there, wearing a crown of thorns; On a ladder next to him, a Roman centurion is nailing him onto the beams. As the camera comes closer, he turns to it and says: "We always use Wilson's Nails! Even before the clip fades out, the room practically explodes - the board and the owners are on their feet, shouting and protesting that this is the worst thing they've ever seen - How could the agency \*possibly\* think this was a good idea for their brand?! The agency reps are immediately apologetic -They completely misunderstood the direction, they absolutely messed up, they will do everything in their power to make this right - Eventually they are able to mollify the company and get them to agree to a complete reimagining of the campaign, totally free of charge. While skeptical, the company decides to give them one more chance. A few weeks later, the board and the owners reconvene; The agency reps assure them that they've completely incorporated their feedback and they're \*positive\* that they'll be delighted with this new direction. They sit down and the agency plays the video proof: The camera opens on a tranquil and beautiful blue sea. It zooms in slightly; They can see that there's an island in the sea. It zooms in further; The island is a paradise - Palm trees, coral and white sand beaches. As the camera comes closer, they see that there are three figures strolling along the beach. A little closer, and it becomes apparent that the figures are not walking, but running. Closer, and they can see that two of the figures are chasing the other one. As the camera zooms in, they see a gaunt man in a white loincloth, running for his life across the sand; Suddenly it pans to his pursuers, two Roman Centurions in full armor. As the camera focuses on one of them, he turn to it, sweaty and exhausted, and says: "We should have used Wilson's Nails!" ​