Ryder had been advertising their truck leasing in financial magazines. Mike Sloan convinced them to change, to advertise commercial rentals on television and roll out market-by-market... that short term business rentals would also result in long term leases and lay the groundwork for the consumer rentals to come. His first Ryder commercial was named among the 100 best of the decade, cited for its "tell it like it is" copy and likeability. Ryder went from a regional hiccup to a national powerhouse. Mike Sloan directed their advertising for the next 12 years.