Yates Construction is a $2 billion international construction company. The purpose for the ad series was to generate awareness and position YATES as a people/results driven construction company. Since there are no dramatic differences between the services of the mayor construction companies, the focus for the series was to differentiate YATES by the values which it pledges to live by: 1. Its people, 2. Being dependable, and 3. Its experience – track record.