The first ad Mike did for Bertram Yachts shocked boaters with the most derogatory term a sailor could throw at a powerboat. But it defined Bertram as the choice of men who demanded seakindly performance and durability. For more than a decade, the claims were validated by true stories from places around the world where parts and good mechanics were hard to find.The "Very big in the boondocks" campaign was named among the top ten continuing campaigns in U.S. magazines. As their boats increased in size and luxury, the extra value was translated into boating's most memorable slogan, "The Sun Never Sets on the Bertram Empire." Mike created every Bertram ad for 14 years until foreign industrialists bought the company.