The marketing challenge was to convince Congress that the Oslo Accords between Israel and Syria were not in the best interests of the US.

By and large, Americans do not understand and have little interest in the details of a peace accord between two foreign countries. So if you recast the debate in terms of American boys being put in harm’s way and suddenly the Oslo Accords are of vital interest to every American.

The ad ran once in the New York Times. It generated tremendous press as well as condemnations from the US and Israel. Several Congressman picked up on the theme and within a few months the idea of US troops on the Golan Heights was quietly dropped.