Old man Moskowitz was getting along in years. He decided to 
retire and let his 3 sons run the company (which manufactured 
a wide variety of nails). The sons thought they could increase 
market-share with some judicious billboard advertising.

Only a week later the old man was taking his usual Sunday drive
in the country when he saw the first billboard ad. There it was 
- - a picture of Christ on the Cross, with the caption: "Nails for 
Every Purpose. Use Moskowitz Nails."

The old man immediately met with his 3 sons to voice his concern. 
He explained that the backlash could be horrendous. The company 
could be ruined. The sons agreed to discontinue that ad.

A week later the old man was again taking his usual Sunday drive
when he saw the second billboard ad. There it was - - a picture 
of the same cross, empty, with Christ crumpled on the ground below... 
and the caption: "Next Time Use Moskowitz Nails."