There had been a great deal of similarity in the advertising for transistor radios. Early in 1972, the agency for Phillips wanted to break new ground in campaigning. But the company managers asked if a distinctive treatment would make sense to the less sophisticated target consumers in semiurban markets. Besides this main question, the case explains the market background, demand patterns, product mix, marketing and advertising objectives, creative strategy, and finally the results of a pretest. An appendix contains the film script suggested for the campaign.