"Men wanted for
hazardous journey. Small wages, bitter cold, long months of darkness, constant
danger, safe return doubtful. Honor and recognition in case of success."
So read Sir
Ernest Shakleton's newspaper ad seeking men to accompany him on his famous
expedition to the Antarctic in 1914. Not only was the expedition among the
greatest in history, but in his book The 100 Greatest Advertisements,
advertising expert Julius Lewis Watkins ranked the ad itself as one of the best
of all time.