Pages and pages have been written about the BASF corporate campaign. It literally has became a textbook example of successful B to B advertising. The irony is that to accomplish that, we broke every B to B rule… and spoke to our target, not as businesses, but as consumers…as real people just like you and me. In doing so, we made BASF more relevant to them in human terms. And positioned BASF as more than just a supplier of materials, but as a partner who could help businesses improve their products and processes.