Martin Automatic, Inc., is a manufacturer of premium web splicers, tension control systems, and rewind systems with sales worldwide. The challenge was to bring attention to the cost of wasted materials resulting from manual roll change. We drew a parallel between the last of something of value and the remaining materials left on the roll core. By asking the question, "Would you throw it away?" we prompted a response of "no". Then we demonstrated the fact that without automatic roll change, the printer is indeed throwing away a significant amount of valuable materials and time. This ad was successful in branding Martin Automatic with high-value, cost reducing solutions.