For many years in Canada, "Ma Bell" had a stranglehold on the Telco industry. Along came upstart Sprint, with a President who knew no fear. He wanted to take on Bell head to head, and I believe his exact words were "kick 'em in the nuts". This campaign was an act of terror ... for the agency, who worried that we'd get sued by Bell. Luckily no creatives were harmed in the making of these full page newspaper ads.