Chapter 104

My life took another dramatic change when I was contacted by a woman, Alice Johnson, to see if we were interested in doing a campaign for her. She even had it planned out. That gave me pause, clients rarely have good ideas, and some as so married to them they insist we do it their way. I usually steered them towards someone else, because when they tank they never understand why.

She was a personal manager, specializing in fighters. Her new sister in law was Bettina "Bang Bang" Burke, now Stewart, a middle weight MMA fighter, World Champion in her class.

The campaign wasn't for her, but a charity they both supported. I was hesitant but agreed to a meeting. Aida and I met her at the airport, had lunch, and she told us what she wanted. I had to admit, it was very clever. We tweaked it just a bit, did a few focus groups, and decided to go with it. Soon ads appeared, mostly in print and billboards.

It was a variation on the "Got Milk" campaign, only instead of milk t