Behind the scenes at the ad agency: the DVD piracy campaign

"Okay, here's the idea--   [deep voice]   You wouldn't lie on your tax return... "
"Sorry mate, I don't think that's going to work.  What else could we say?"
"How about: You wouldn't take office stationery home for personal use"
"But they would, wouldn't they?  Any more?"
"You wouldn't - um - you wouldn't take illegal drugs for recreational purposes?"
"Not every day, at least. "
"We could turn it around, though: You would bend the law and commit minor infringements when you can't be bothered about morality, but don't do that with DVDs, ok?"