Nikon was funny. Halley’s Comet was due to come around and Nikon wanted consumers to rush out and buy a pair of binoculars to look at it.


Notice how I said “binoculars?” Yeah, that’s the common vernacular.


The client at Nikon didn’t care about vernacular. He cared about accuracy. It wasn’t binoculars, it was a binocular. It was our contention that when speaking to consumers, it was important to use vernacular they were comfortable with. We went back and forth on this for so long that by the time we got it resolved it was too late.


Oh well. Halley’s Comet is due to swing back around in 2061. And when it does, we’ll have a print ad ready.