The month after Vesper received his MBA in Outdoor Advertising he texted Bernie Kahn.
"Meet me at Sisters Restaurant for lunch today," read Vesper's text. "I've got an idea."
After Kahn sat down Vesper said, "What's the most successful outdoor advertising campaign ever?"
"Five years ago," said Kahn. "Putting up counter-obverse Advertising Holograms on the Moon."
"Exactly," responded Vesper. "We both thought we had missed that opportunity, right? But I've got an idea that will keep us in the rodeo for the next ten years."
Vesper opened up his "Sketch and Etch" and showed Kahn this hologram.
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"It's a picture of the moon," said Kahn. "It's the billboard that got away."
Vesper showed Kahn the next illustration.
"That's the logo that Rudick-Lebowitz used in their original full moon campaign," said Kahn. "Pass me the mustard."
"Forget about the mustard!"" said Vesper. "Seeing a face in the moon is a phenomenon called paredolia. It's like when a person thinks they see a smiley face of the Galle crater on Mars or seeing Jesus in a taco, or the Virgin Mary in a water stain on the wall."
"So?" said Kahn. "The rights to advertise on the surface of the moon are now tied up. Everything from Rastafarian Soda to Chinese Boxer Shorts is up there. We missed our chance."
"Yes" said Vesper. "The bright side of the moon is all tied up. It's too expensive for a chain of used rocket dealerships, isn't it? But the moon has another face, doesn't it? I'm talking about the dark side of the moon, the side that we all pass whenever we use the moon to sling shot into deeper space."
"You can actually project a hologram on dark side of the moon?" said Kahn.
"Yes," said Vesper. "The dark side of the moon is even better than the song by Roger Waters."
"Irv," said Kahn, "You're a lousy businessman, but are you telling me that you have already applied for the patent to put counter-obverse holograms on the dark side of the moon?"
Vesper, pulled out his "Sketch and Etch" and showed another image to Kahn. "Big deal," said Kahn, "It's a stylized picture of the man in the moon."
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Vesper turned the knobs of the tablet once more.
"It's a picture of a guy showing his backside," said Kahn. " I have no intention of using that in an ad campaign."
Again, Vesper turned the knobs.
"You're going to have an ad campaign telling people to kiss your butt?" exploded Kahn. "How is that going to motivate people to buy used rockets?"
Then, Vesper showed him the last hologram that he had been holding back all along. "Isn't it cute?" asked Vesper. "Can't you see how her cheeks display the letters 'V' and 'K' for Vesper-Kahn Rockets? Just imagine," said Irving Vesper. "A moon ad with this girl riding on top of a Vesper-Kahn used rocket!"
Three months later when the ad showed up on the moon the text below the logo read, "The size of your next used rocket doesn't really matter. Come to Vesper-Kahn, where it's the discount that counts!"
For years after that, Irving Vesper was famous in the advertising world. His campaign for the dark side of the moon came to be known by the public as "Mooning The Moon."
