Marketing Challenge
Convince Congress that the Oslo Accords between Israel and Syria were not in the best interests of the US.

Strategic Insights
By and large, Americans do not understand and have little interest in the details of a peace accord between two foreign countries.

Human Truth
Recast the debate in terms of American boys being put in harm's way and suddenly the Oslo Accords are of vital interest to every American.

Results
The ad ran once in the New York Times. It generated tremendous press as well as condemnations from the US and Israel. Several Congressman picked up on the theme and within a few months the idea of US troops on the Golan Heights was quietly dropped.