The classified section in major newspapers is where a majority of homes are advertised in the USA. Working off the worldwide positioning (Maybe it’s too comfortable), the idea here is that if people are extremely comfortable in their homes, they would see no reason to sell – hence the blank classified page.

Apart from gaining many a cheeky smile across America, this communication considerably raised hits on the American Standard website, calls to the hotline as well as general enquiries. A good majority of these were converted into sales, culminating in an extremely successful, yet simple piece of communication.