This was a weird one. The goal was to imagine an Oil Heat Monster for the Brooklyn Union Gas company. The first idea was monster teeth biting down on money monster-like. We booked a model and had a dentist create fangs that would fit over his actual teeth. We asked him to not shave for a few days before the shoot, lit the image in a gutsy manner, had him bite down on actual money and then shot a bunch of 120mm film. The agency (Moss Advertising) had a die-transfer print made and got ready to go to print. It was then that one of the bosses at Brooklyn Union Gas was in bed with his wife and showed her the ad. All she had to say was "will that image be misunderstood?" That's all it took. Away went the ad. The next layout had a hand grabbing money. Like I said, we got paid twice for one ad. Not quite as cool as the first try but the money was great.
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