A believer in "competitive cooperative consumerism", Romney was effective in his frequent appearances before Congress. He discussed what he saw as the twin evils of "big labor" and "big business", and called on Congress to break up the Big Three. As the Big Three automakers introduced ever-larger models, AMC undertook a "gas-guzzling dinosaur fighter" strategy, and Romney became the company spokesperson in print advertisements, public appearances, and commercials on the "Disneyland" television program. Known for his fast-paced, short-sleeved management style that ignored organizational charts and levels of responsibility, he often wrote the ad copy himself.