just a lot of hot air

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Let’s face it: Business-to-business direct-mail ads can be just plain dull.
That is partly why art director Dave Wahl and copywriter Mike Davis of DDB Direct, Los Angeles, working on behalf of Internet search engine GoTo.com, floated a concept that would
rise above the clutter:
four-foot-long, remote-controlled helium blimps.
The dirigibles, bearing GoTo’s logo and hangtags with the copy, “For higher Web revenues, you’ve got to think out of the box,” were ultimately sent to the offices of 100 top Web-site companies in giant yellow boxes.



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