Bob hired me as a copywriter on VW around 1975. My first assignment was an intro ad for the new
Volkswagen Thing. I took him my headline: "Things Are Tough All Over".

He liked it and said, "Good, where's the copy?" I wrote it and showed it to him.
He liked it except for one sentence. I wrote and rewrote that sentence maybe four times
at which point he was clearly irritated. He said the following. "Ted, just because you run over a snake
in the road doesn't mean you have to replace it!"

God bless him. I'll always love him.

Ted Bell
DDB Copywriter