Radio: G.I. Campaign

“V.D.M.T.— “V.D.M.T.—” G.I.s in Europe, hearing these cryptic initials aired again & again over the American Forces Network, were intrigued. They were supposed to be. Captain Frank Danzig, peacetime CBS man, dreamed up the V.D.M.T. in response to an Army SOS.

Remembering the build-up impact of Lucky Strike’s commercial, L.S./M.F.T., he had planned a campaign on similar lines.

Phase Two merely added a single non-explanatory word. Now the plug was “Remember— V.D.M.T.” By last week, the secret was out, and most G.I.s could be expected to remember.

Phase Three: the radio music fades out, a popping champagne cork is heard, followed by the bubbling and gurgling of drinks being poured; then, dramatically, subdued laughter — and a voice: Too many bubbles Often means troubles.

Uncertain?

No Flirtin’! V.D.M.T./V.D. Means Trouble!