Transit ad for Goodwill Industries. "This is one bus panel in a widely-syndicated campaign that's closing in on a decade of consistently presenting the image of a great discount retailer—a place that people shop not because it's a charity, but because they want to. And when they do, they find deals. Before this campaign, the stores had the reputation as places for poor people to buy damaged goods. Now women in business meetings brag that they're wearing some designer-name piece from Goodwill: it makes them look like smart bargain-hunters, and the charity aspect is just a pleasant extra."