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Secret Sauce by Harry Mills

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3.

image

Appealing

Different, Valuable, and Personalized

In the early 1990s, 31-year-old Alex Bogusky, then the creative director of a small ad agency, wrote what is today called the hitchhiker ad. It was designed as a press advert and displayed two images side-by-side.

The first image showed a man hitchhiking by the side of the road holding a cardboard sign with the name of a U.S. city written on it in black pen. “It could have been any hitchhiker, on any road, on any day.” Above it was one bold-type word, “Sales”.

The second image was similar; a man was hitchhiking by the side of a road holding a cardboard sign. But written on his sign in black ink ...

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