“In which a guy clearly does not set out to change the world, but does so, then denies he ever did, and has a whole bunch of people over for drinks who will all go on to become famous and miss him for the rest of their lives” Jeff Goodby

It’s the heart of the 60s and in a San Francisco firehouse, nestled close to Chinatown, an eccentric and brilliant ad man named Howard Luck Gossage has an advertising agency.

Although reknowned at the time for his groundbreaking ad campaigns, witty one-liners and wild firehouse parties, Gossage was disillusioned with the world of advertising – he believed that “changing the world was the only fit work for a grown man”.

Before his untimely death in 1969, Gossage had managed to save the Grand Canyon from flooding, helped found Friends of the Earth, discovered Marshal McLuhan – an obscure Canadian academic who thought up the Internet – and inadvertently caused the military invasion of a small Caribbean island.