Word: kleenex
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...Drop the Kleenex...
...your March 16 issue, you credit Saul Bass with designing the new color-drop Kleenex package. Taint so. I designed that box, and it took lots of doing...
...TIME picked up the wrong box. Hollywood Titlist Saul Bass designed another award-winning Kleenex box, now being marketed in the West...
...shop there in 1955. Madison Avenue advertising agencies now study Saul Bass film credits in search of new techniques for TV commercials. At 41, Bass is easily the highest-priced man in his field. He is also the creator of the new color-drop Kleenex box and the new, wasp-waisted Wesson Oil bottle. He never repeats him self. "If you don't risk everything every time out." he says, "your creative reservoir goes dry, and ultimately you fail...
Fate, alas, gives the heroine the short end of that wishbone. Hounded by the heartless censors, her lover dies in a highway accident, surviving just long enough to reach a telephone and gasp into the mouthpiece-sure enough-those three little words. To the Kleenex corps, each one of them will be worth a bushel of Bermuda onions...