Pan American Airways wanted a travel ad on Ireland. The J. Walter Thompson agency, digging through travel folders, liked some lines attributed to George Bernard Shaw: "I was lost in dreams in Ireland; one cannot work in a place where there is such infinite peace."
Knowing Shaw was a hard man with a dollar, the agency's London office thought Shaw's endorsement might be obtained by "a combination of audacity and a large sum of money" ($4,000 was suggested). New York suggested London try "audacity ... leaving the money for him to bring up." Audacity worked. Shaw first repudiated the quote—it...
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