Goldberg Moser O'Neill went fishing for a concept to help sell fans for Casablanca Fan Co. and found it had a problem: Consumers figure one fan is as good as the next. That's when S.F. agency GMO came up with the idea of telling consumers that fans can serve other purposes, not the least of which is providing a light with an automatic timer for goldfish who may not like to sleep when the lights are on. The ads highlight automatic light timers as a security feature for traveling goldfish owners as well.
Copyright Adweek L.P. (1993)