Milto Cleaners, a small, family-owned dry cleaning chain, was founded in 1970. When you’ve been in business as long as the Miltos have, you learn a few things, and not just about garment care. The “Miltonian Wisdom” campaign is based on the all the truths you learn from the business of dirty laundry. When Indianapolis-based ad agency Seal Ideas pitched the concept to the Milto family, they were initially hesitant—the approach was atypical for a dry cleaning company—but after a little coaxing, they agreed, and the campaign was an instant success, appearing in outdoor ads, direct mail, digital advertising, radio spots and more.