Brandweek will feature live discussions with marketing pros at ULTA Beauty, Converse, UPS and more. Meet us in Miami Sept. 11–14 to boost your business and elevate your brand.
In October 1987, all eyes were on the small town of Midland, Texas, where an 18-month-old girl named Jessica McClure had fallen 22 feet to the bottom of an abandoned water well. Rescuers decided the only way to pull out “Baby Jessica” was to drill a parallel shaft through which they could pull her up, but even Texas oil country lacked the four-ton, high-press water drill required to cut through granite. Fortunately, the owners of a company in Tennessee did have such a drill to lend.