Do you remember the Monday Morning Memo for April 4th?

Perhaps these few lines will joggle your memory:

I’ve been hired by someone in a boring business category to get the attention of the locals in Las Vegas.

That’s right. Las Vegas.

The first thing I’m going to do is put up billboards that make no sense. These billboards will show no product and contain no telephone number or website. There will be only a smiling face and six inexplicable letters of the alphabet. People will think, “That’s absolutely the worst advertising I’ve ever seen.”

Sounds like a recipe for disaster, right?

The key will be the radio ads. Fully one-third of the population of Las Vegas will hear them. And then the billboards will make perfect sense.