Mail Boxes Etc. wasn't the only business-services marketer in Super Bowl XXX, but where Mail Boxes Etc. kept its wheels on the road with Oscar Mayer's itinerant Wienermobile ("Top Dog"), fellow Super Bowl freshman Kinko's visited the Dali-esque landscape of "The New Way to Office."

The ad was created by Hal Riney & Partners/Heartland, which won the business in January 1995,  and began a broader $20 million ad campaign.

It took a "deep swallow" to "step up to the Super Bowl," Karen Sophiea, VP-marketing at Kinko's in Ventura, Calif., told Stuart Elliott at The New York Times beforehand:

"When I first talked about it," she said, recalling a presentation to other Kinko's executives, "they looked at me and laughed.

"But then the chairman said, 'I'm glad to see you be so bold and audacious,' " she added. "It's the prestigious platform we need."

Two days before the game, Kinko's also introduced a website at Kinkos.com that offered "a Kinko's catalog," as Ad Age reported then. (1996 was hardly the year of Dot-Com Bowl.) Riney and Organic Online in San Francisco handle the site.

BRAND: Kinko's

YEAR: 1996

AGENCY: Hal Riney & Partners/Heartland

SUPERBOWL: XXX

QUARTER AIRED: Q1