the board game Dark Tower, Eastern Air Lines, Texaco, Post's Shredded Wheat, Hayden Flour Mills, Lone Star Cement, and perhaps most infamously, Findus frozen foods. Although Welles had made ads for his entire career, beginning when he was a well-known radio actor in the 1930s, by the late 1970s these had become his staple, and he was often (anonymously) directing them as well. John Annarino, the advertising executive handling the Paul Masson account at the time, remembered that Welles, "was eager for almost any kind of work in the early 1980s, hoping to complete a film that was languishing in some European vault (The Other Side of the Wind)." Welles was often highly dismissive of the work, pointing out that he tended to be hired "to give a little class" to such productions. Offscreen, Welles was noticeably dismissive about the Paul Masson commercials' often-pretentious claims to high culture. When asked during shooting to liken a Paul Masson wine to a violin by Stradivarius, he complained, "Come on, gentlemen, now really! You have a nice, pleasant little cheap wine here. You haven't gotten the presumption to compare it to a Stradivarius violin. It's odious." Welles was not alone in mocking the pretensions of the adverts—even crew members on the set would spout spoofs such as, "We will sell the swine no more wine until it's brine!" Tensions between Welles and DDB Needham The advertising campaign was marked by noticeable animosity between Welles and the advertising agency which commissioned the ads, DDB Needham. Welles once complained to his regular lunching companion, the director Henry Jaglom, "I have never seen more seedier, about-to-be-fired sad sacks than were responsible for those Paul Masson ads. The agency hated me because I kept trying to improve their copy." The DDB Needham executive who handled the Paul Masson account, John Annarino, responded to the 2013 publication of Welles transcripts describing the commercials by sharing his own reminiscences with his local paper, The Desert Sun, and recalling of the experience, "It was no picnic." This acrimony was underlined by the Assistant Director, Peter Shillingford, who recalled: Shillingford notes that during the infamous drunken out-take, "The agency men were furious. They were talking about suing him, talking about firing him. They hated him anyway." However, he went on to describe how the adverts usually proceeded: Crew Producer: John Annarino Director: Jim Hallowes Production Supervisor, Assistant Director and Clapperboard Assistant: