The State of Florida had been advertising its sunshine, beaches and attractions, as logic and research suggested. Predictable advertising for a predictable destination. Mike Sloan told them to capitalize on that familiarity by humanizing the need to escape...to dramatize the quick relief Florida offered from foul weather, foul air, job stress, and the frustrations of daily life. "When you need it bad, we've got it good" became a national catch phrase. The campaign was named one of the best of the decade. The music was named the top commercial music of the day over Coke and Pepsi and MacDonald's. Travelers were heard singing the song in airports before boarding their southbound planes. It was the most well liked and talked about campaign in Florida's history. A new generation of travelers was awakened to the accessibility and ease of a Florida vacation.