TERRELL OWENS.
I was doing an adventuresome McDonald’s campaign for Chiat Day. Chiat Day was not the agency of record for McDonald’s but was given an assignment and had come up with an extremely clever idea. McDonald’s was not known for clever ideas at that time. One of the ideas included the extremely controversial football player Terrell Owens. Wow! At the time, Owens had been in professional trouble and extreme personal trouble and I marveled at the notion that McDonald’s was going to use him. Chiat Day had always been a innovative juggernaut, having done the famous 1984 commercial for Apple. I expected the worst from Owens but found a charming, compliant, extraordinary athlete. We knocked off the commercials in an hour or two. They were extremely simple and we moved on but they never ran.