The IRS wanted more people to file online.

I was working with art director Natalie Han on this at Grey Advertising. Natalie had an interest in those universal, international symbols that you see at big airports and other places where worlds collide.

We ended up using them for this campaign along with dynamic taglines, a concept I had invented years before for an MTV trade campaign. The idea of the dynamic tagline is to own the grammatical format in which you can say any number of different things. In the IRS case the format is "Too ________ for words" and the blank is filled in with ideas such as "simple," "fast," "secure" and "helpful."

I loved this campaign because the advertising is what it promises the product will be: easy.