Slade grew up questioning why ads said things a certain way and not the way he’d say it. He forgot about that as life played out in a string of honest employment. Eventually, he discovered that people made those ads, and so the possibility of becoming one of those people—and making ads that say what he thinks they should say—proved too tempting to ignore. So Slade uprooted himself, Beverly Hillbillies-style, to move to the big city where he annoys well-heeled coffee snobs with his provincial accent and strong opinions on what the ads should say.