A small factory in the northwest, Anderson Nails, had been experiencing years of success and growth. Feeling that he was ready to try for the big time, the owner, Mr. Anderson, contracted a big Madison Avenue agency to help him promote his product.
Aiming to get the greatest possible exposure, the agency booked a full minute at the beginning of the Super Bowl half time show. Anderson was pretty excited about this, and invited all of his friends and relatives to his home for a big Super Bowl party. At the end of the first half, everybody drew closer to the TV, wanting to see the premiere of the commercial. It began with an aerial shot of the desert, and zoomed in on a small walled city. As the camera slowly panned about the city, it became apparent that this was Jerusalem, during the Roman occupation. A large hill on the horizon came into view, and as the camera drew closer, a number of crosses became visible. The focus settled on a naked man in a crown of thorns, then moved in for an extreme close up of his bleeding hands, and the nails which held them to the cross. The nails were stamped with the Anderson Nails logo. A subtitle appeared on the screen, bearing the words "Anderson Nails -- the Expert's Choice".
Anderson's guests were horrified. The party broke up before the end of the game. The next day, he began to get phone calls from his oldest and most loyal customers, expressing their outrage and cancelling their orders. By the end of the week, his sales were down to nothing. He called the president of the advertising agency to cancel his contract. When Anderson explained the situation, the ad-man was surprised, and offered to create a new campaign and run it at no charge.
The new campaign was slated to start several weeks later, on Easter morning as it turns out. This time, Anderson nervously watched the commercial alone in the privacy of his office. It began the same way as before, with an aerial view of Jerusalem. The camera finally settled on two Roman soldiers drinking wine at a table near the marketplace. Hearing a disturbance nearby, they looked up from their drinks in time to see a naked man, with bleeding hands and feet, being pursued by a group of soldiers. The first soldier looked at his companion, smiled knowingly, and said, "They didn't use Anderson Nails!"