John Edwin Mason retches:
[I]t's possible that nobody at the company knew that Belgium's King Leopold and his minions were responsible for one of the most brutal and all-encompassing forced labor systems that the world has ever known. It's possible. But how, then, would we account for the ad's tag line: The Horror? That tag line tells us that whoever designed this ad knew about the crimes of the Congo. Knew that Joseph Conrad had written about them in his great novella Heart of Darkness. Knew that Conrad had put the words "The horror! The horror!" into the mouth of his character Mr. Kurtz, the colonial agent who decorated his outpost with the severed heads of his African victims.