United Technologies Mostek was a leading semiconductor manufacturer known for memory and semicustom chips. Their customers were design engineers dreaming up innovative new products and technologies based on Mostek chips. We treated them as like-minded souls and our creative peers, and we designed this long-running series of ads to acknowledge rather than insult their intelligence.

Apparently, it worked. In a survey, those same design engineers ranked our semiconductor ads as valuable a source of news and product information as the editorial that aurrounded them in trade publications.