TV commercial catches the fancy of CBS Morning News:
(use Flash player)
The situation: A young attorney, J. Marc Montijo, came
to my office, recommended by a mutual friend. He laid out
the problem: he was left out of the phone book. Naturally,
being a lawyer, he was suing Mountain Bell, but in the meantime
he needed some other advertising. Funds were, of course,
My response was to simply have him tell the story on TV
and ask people to remember the phone number. We would run
the spots in short bursts, repeating them as we saw fit.
I created the script, produced the spot in the CBS affiliate
KOLD-TV's control room, and directed Marc on the studio
When the commercials broke, Montijo's spot caught the fancy
of the CBS Morning News. As a light touch to end
the half-hour, Bob Schiefer and Diane Sawyer introduced
the story about the lawyer in Tucson who couldn't get satisfaction,
so he was suing the phone company.
Coming out of the video, Diane Sawyer laughed, "I
knew it was wrong to let lawyers advertise."
Schiefer, also laughing, added that "Mountain Bell
in Tucson says it regrets the error."
He asked the audience to return, then broke for a paid
It was a satisfying public relations dividend.
Closeup of Marc in studio limbo light.
He speaks directly to the camera,
holding a copy of his ad intended for the Yellow Pages
You won't see this ad in the Yellow Pages.
Now I'm a lawyer,
and people need a way to find me.
But the phone company forgot to print my ad.
Now that's a breach of contract,
so I'm suing Ma Bell.
If you need to settle a breach of contract,
if you need legal help for a small business,
if you need counsel in a divorce
or personal injury…
Zoom out to full shot of Marc standing
with a four-foot stack of phone books.
If you want to insist on your rights, I can help.
I'm Marc Montijo, attorney.
Add to screen and hold to close:
J. Marc Montijo
Attorney at Law
My phone number is 881-4413.
Please write it down.
You probably won't find it in the book.
He kicks over stack of phone books, a