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Well, the last spots we had done by Bob Hope and Danny Kaye. Mr. Walter Matthau is going to do a spot. But then the People's Ad Council thought maybe it was better not to have him unless he could say that he had had high blood pressure and his blood pressure had been controlled by medication or whatever, unless he could give some human experience that it would sound not convincing enough.

Well, did Bob Hope say that sort of thing?

No, he just said that if you have it, you should have it treated.

Well, why can't Matthau say the same thing?

Well, they made a difference about that at the Ad Council.

I see. They want a new wrinkle.

You say that the media in stressing high blood pressure and the need for doing something about it hasn't really been getting through to people.

Not at all. Do you think so?

Well, they did for a time, you know.

Well, they did when certain ads were more convincing than