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    Words At Their Best are always found in books. Nowhere else. Ever.
Words are at their best when they're in books. When they're anywhere else, they're simply leading second rate lives. Disappointing lives. That's the idea behind this campaign. And, to demonstrate it, we let words that weren't in books tell people. Words in advertisements, in motivational posters, on flyers, on toilet walls, even in radio ads all complained bitterly about the fact that they weren't in books. Simply because everybody knows, that words in a book are Words At Their Best.
The words that weren't even in print jumped on the bandwagon.