The 1969 Liberty shirts campaign came in for much debate for its bold and unorthodox approach. Some said the advertising was entertaining but was too sophisticated to sell. Some predicted ruin; only a few wholeheartedly backed the campaign. This case gives the extracts of an article by Mr. Frank Simoes, the agency Account Director, which defends the advertising theme chosen. It explains the need to break fresh ground in a cluttered, nondifferentiated and heavily advertised shirt market. An appendix provides information on target segment, competition, distribution and media strategies for the product.