If you were into mobile phone advertising in 2012-14, you might remember a campaign we did that made fun of Apple Fan Boys lining up to wait for the new iPhone. It wasn’t just about exploring the tension in that cultural phenomenon for laughs, it was a natural way to talk about the features of the newest Samsung. The goal of our campaign was to turn a one-horse race into a two-horse race. Technically a one-horse race isn’t a race but just a horse running around in circles, so you could also say the goal was to turn it into a race in the first place. Which, based on sales and the fact that Tim Cook talked about the campaign during his 20/20 interview, I would argue we did.