When Kellogg’s first begged Leo Burnett for an ad campaign to revive the fortunes of Rice Krispies Squares, we immediately set to work. Sorry, set off to work, we hadn’t had much to do for a while and weren’t going in till after lunch. After six or seven minutes’ thought, we came up with the line: ‘It’s all lies, they’re not even square.’ This was presented by mistake to the client over the phone. He thought we said ‘It’s all wise, they’re jolly good fare,’ and approved it immediately. He was on holiday when these posters were made and we hope he likes them when he sees them here.
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