Mark

The Brief:


Nor again is there anyone who loves or pursues or desires toobtain pain of itself, because it is pain, but because occasionally circumstances occur in which toil and pain can procure him some great pleasure. To take a trivial example, which of us ever undertakes laborious physical exercise, except to obtain some advantage from it?

The Solution:


But who has any right to find fault with a man who chooses to enjoy a pleasure that has no annoying consequences, or one who avoids a pain that produces no resultant pleasure?"


key visual


Where was Rol-a-Cola?

 
Nor again is there anyone who loves or pursues or desires toobtain pain of itself, because it is pain, but because occasionally circumstances occur in which toil and pain can procure him some great pleasure.




The Solid Cola:

Generating desire 


Nor again is there anyone who loves or pursues or desires toobtain pain of itself, because it is pain, but because occasionally circumstances occur in which toil and pain can procure him pleasure.





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