You just washed your hands. Would you choose to undo everything you just accomplished by drying them on a dirty towel? Or would you prefer a fresh, clean Kleenex hand towel?
Most people would choose the Kleenex hand towel, and this is the message conveyed to consumers for Kleenex through a multifaceted campaign that gained kudos from the client and the industry.
My role was to assist in writing copy for this and other Kleenex campaigns.