Waitle Nex Yeare."
It was obviously a joke, though many people fell for it. I did an appearance at a book club (for my novel "$everance") shortly after that ad came out, and when one of the women realized I was the guy that took out that ad, she said: "Oh my god! You're the Waitle Nex Year guy? We were talking about that instead of our book last week."
This year we could have taken out the ad on May 1st.