In the 1990 Paramount film Crazy People, Dudley Moore and Paul Reiser play two advertising executives. Moore's character is disenchanted and stressed out about his role in the business. He comes up with a new campaign for their Volvo account using this slogan: “Buy Volvos. They're boxy, but they're good.” Reiser's thoroughly cynical character responds with profane disbelief, which prompts Moore to explain himself:
Moore: Hey, I thought this would appeal to a no-nonsense type con-
Reiser: Who the hell ever heard of advertising that a car is boxy?
Moore: But they are boxy. An intelligent buyer knows that. Hey, let's
not fool the public anymore. Let's not lie. Let's level with
Reiser: We can't level, you crazy bastard. We're in advertising!
Thinking Moore to be literally out of his mind, Reiser has him committed to a mental institution. But then the campaign becomes wildly popular, so Moore is asked back—only he refuses to leave the institution. He then gets help from his mentally ill friends to come