How an adman made Coke's famous jingle

New York

BILL Backer lives on a farm in Virginia. He raises horses and cattle. When the weather gets cold, he and his wife of more than 30 years head to their small beach house in Florida, where they walk in the sun.

He does not spend much time watching TV, and on Sunday night, when so many were tuning in to the series finale of Mad Men, Mr Backer simply ignored it. He gave up on the acclaimed show during its second season.