MySoftware Keeps Campaign Simple -- Cable Spots Will Be Made by Customers, Edited by Mandelbaum Mooney Ashley

SAN FRANCISCO – When MySoftware Co. set out to convince technonaifs that its programs were easy to use, the last thing the company needed was a slick ad campaign. MySoftware made its reputation on no-frills software, and its commercials had to reflect that. So agency Mandelbaum Mooney Ashley put out a casting call for 5,000 of the Menlo Park, Calif., marketer’s customers to produce home videos in which they tell how easy the product is to use.