FUEL THE LOVERS (AND THE HATERS)
Sometimes, we ask a client not to hire us. True story with the highly-polarizing Southeastern Conference. We told them not to hire us if all they wanted was the same formulaic ads that every conference and university uses. With words like “excellence” and “tradition” or the classic combo “tradition of excellence.” Oh and shots of lab partners in safety goggles. Anyway, good for the SEC. Now they have a tagline known coast-to-coast.