21Commerce is a Tacoma martini bar with great Asian fusion food. JayRay believed the advertising should be interesting enough that people would talk about it, and it had to imply what 21Commerce was without explaining it.

The phrase, "Unwind and Dine," with an unwinding lemon peel and a spring, both in the shape of a martini glass, implied the experience and got people talking. The "Unwind and Dine" campaign was followed by a play on political rally signs touting phrases such as, "Equal Rights for Soy Sauce."

JayRay invited The News Tribune business columnist to the creative presentation. The result was a major column about the restaurant, a follow-up story and a third mention of how “cool” 21Commerce was. Guests came in to the restaurant saying they read the stories and saw the billboards.