Direct-response recruitment campaign. The images were used as part of a recruitment campaign at colleges around the United States. They appeared as ads in 48 college newspapers and as posters displayed on those same college campuses. The copy was posed as questions which would drive students to the PriceWaterhouseCoopers Web site, www.pwc.com/lookhere, to compare answers to the questions. Headlines Clock at 8:01: "You were out late with friends. You sleep through your alarm. Your boss asks why you are late. What do you tell him?" Chocolate Cake: "You come home late at night in need of a snack. You discover a slice of cake in the fridge. It's not yours. What do you do?" Tire: "You accidentally hit someone's car when leaving a parking garage. No one has seen you. What do you do?"