Abex Aerospace

Abex's ad agency was unable to develop a strategy satisfactory to Abex regarding their new "Smart Pump" product, so I was called in.

"What this client doesn't understand," the account executive told me on the way to my first meeting, "is that their product is BORING."

This particular product turned out to be the hydraulic actuators and servomotors that aim and control the giant thrusters of the Space Shuttle during blastoff. Devices that channel energy equivalent to the blast at Hiroshima.

There are no boring subjects, only boring writers.