Dreams Die First

Times Mirror
Art directors: me, Rick Reid; Madison Advertising Services
From what the client told us, Harold Robbins had a well-established following who bought everything he wrote. I thought that with a tongue-in-cheek approach and the use of media not normally associated with this genre of fiction maybe we could widen Robbins' market. Along with The Bulletin, we used radio spots featuring Noel Ferrier at his most droll. It is with mixed feelings that I report Dreams Die First did somewhat better than the usual.

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