It was particularly true ofLanson champagne, personified by a man, a woman, a bottle, a beach andads that successfully plugged into the rampant consumerism of the timeby asking: ’Why not?’Herman Vaske: What were the reactions when your Lanson campaign came out?Mellors:Those ads are simply from the days when I got drunk all the time. It's anti-romance of course. All champagne ads I've ever seen were about people with dinner jackets on. As if that's the only time when they were drinking. You know, when I was in Australia I was personally the biggest importer of Dom Perignon because I used to have parties. I just drank banks and banks of it and certainly didn't have dinner jackets and things on. And the best fun was going on on the beaches. And in the end I used "Why not'" as a line which basically means "Fuck it." And it worked because people could fit themseives into it. And the client hated the campaign. First of all the client hated me because I insisted on black and white photographs and they said they should be in color. And we shot them black and white and had a bit of handcoloring in it and said, they are in color.L.A: And the client still wanted dinner jackets and lobsters.