Old man Moskowitz was getting along in years. He decided to retire and let
his three sons run the company (which manufactured a wide variety of nails).
The sons thought they could increase market-share with some judicious
Only a week later the old man was taking his usual Sunday drive in the
country when he saw the first billboard ad. There it was - a picture of Jesus
on the Cross, with the caption: "Nails for Every Purpose. Use Moskowitz Nails."
The old man immediately met with his 3 sons to voice his concern. He explained
that the backlash could be horrendous. The company could be ruined. The sons
agreed to discontinue that ad.
A week later the old man was again taking his usual Sunday drive when he saw
the second billboard ad. There it was - - a picture of the same cross, empty,
with Jesus crumpled on the ground below... and the caption: "Next Time Use