Maxwell House Biggest Typo

Maxwell House wanted to get some attention in the Canadian market so they asked Ogilvy to come up with a few campaign ideas. My partner and I came up with "The biggest typo ever".

 

Maxwell House makes people awake and alert. And to prove it, early one morning, we’ll place a huge billboard with an equally huge typo. Then we’ll wait for the most awake and alert viewers to tell us how badly we messed up. By midmorning, we’ll display their names so that everyone will know how alert and awake a few sharp citizens were that morning.