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How did we arrive at this concept? Well, we detected in Mr. White's quotation a sort of implied criticism of the profession that has been so good to all of us. And so, we reacted against it. There's nothing sinister about advertising. We happen to believe that advertising is good. Just look at dear, sweet little Mikey. There's no truth to the rumor that in the original spot, Mikey began to hover off the ground and into the laundry room, where he shot fireballs out his eyes at his mother. The spirit of Mikey serves to better humankind with a message of good nutrition. A message that proudly declares "Coke tastes yummy with Pop Rocks." We tried it, and hey, Mikey, we like it too. No, there's nothing sinister about advertising.

Michael Dweck, Creative Director; Darren Lim and David McDuffie, Art Directors,

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