My headline that lasted decades, and the six-point type that landed Oracle a $2-million site licence form Hughes Aircraft.
I had just seen the movie THE LAST STARFIGHTER and told Larry Ellison I had our next headline: THE LAST DBMS. He loved it and our first ad featured names of database competitors crossed out on the side of a fighter jet.
One day, I was going up the stairs for my weekly meeting with Larry and Danny Turano was just leaving and said, "Hey, that footnote landed us a $2-million site license from Hughes Aircraft. They said any company that gutsy gets their business!"
The footnote: "Our use of Cullinet, Information Builders, etc. trademarks is the least of their problems. TRBA." BTW, I always signed my ads TRBA for The Rick Bennett Agency.
This ad put the last knife into Cullinet. We did get a snarky letter from Cullinet's John Goldman complaining about our footnote. But hey, that was "the least of their problems." Larry just laughed when he showed me the letter.
Sincerely,
Rick Bennett
Ad Hit Man

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