 Contender Joey Archer, a scientific middleweight of uncommon speed, launched a small space ad campaign directed at Tiger.The ads, using copy such as "I'm a middleweight, and I've licked every man I ever fought, including you", were employed to create a sensation and perhaps a groundswell toward securing Archer a title fight.Tiger had already signed to fight Emile Griffith, and an Archer ad admonished, "The Middleweight Champion should meet the best middleweight (not a welterweight)."