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- How do you end a 52-year war that left 220,000 dead and millions displaced against a revolutionary army dedicated to overthrowing the government? Billions in U.S. aid helped. But the Colombian military came up with one of the most unusual ideas in modern warfare: an advertising campaign. They hired a creative ad executive, Jose Miguel Sokoloff, to convince thousands of fighters to give up without firing a shot. How did Sokoloff do it? With soccer balls and Christmas trees.