People are talking about Chuck Lustig
and they don't even know it.

"Get me the free-lance writer who wrote, 'High blood pressure: Ignore it and you'll croak.'"

ACTUAL AD WITH HEADLINE: High Blood Pressure: Ignore it and you'll go away.

"Oh, that guy. He was doing these ads for kid's sneakers with Looney Tunes comics on them: 'Get the shoes with the little guys.'"

ACTUAL AD WITH HEADLINE: Shoes with a little character.

"His name is Lustig. A few years back he did a 'Don't Drink & Drive' TV spot that showed a chalk line in the shape of a dead person."

ACTUAL END FRAME WITH TAGLINE: Know where to draw the line. So we don't have to.

"That's him! Then there was that line for a high tech piece, something like 'At such-and-such, it's real convenient ... like real, real convenient.'"

ACTUAL PIECE WITH HEADLINE: At BSCU, a convenient office is one you don't have to visit.

When you hire the free-lance writer they're talking about, you'll discover that the art is all in the telling.

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