It seemed so simple: Show your brand is a bit edgy by featuring a punk - yes, a punk - in your advertising.
What could possibly go wrong?
For Bell Canada, it was someone noticing the woman in their ads was wearing a Belsen Was A Gas badge.
He said Bell officials approved the ads after examining sample images that were smaller than the final billboards. The button inscription could only be read when the ads were blown up to their full size, he said.
"In the proofing and approval materials, it was impossible to see the button, so our folks missed it."
Still, they wanted edgy. They got edgy. Who knew clapped-out punk rock still had the power to agitate?