An insurance company who had been around for 50 years. And wanted to be in the same consideration as the big guys. But years of DR ads on afternoon talk shows didn’t make that case. So we asked ourselves, what has 21st seen in those 50 years? Lots and lots of car crashes. Where are some of the most dramatic crashes? In movies. But most of the time, the hero of the movie drives on, leaving the wreckage behind. And what if that car owner was a 21st customer? And what if we recreated scenes of famous movies to show that? That was the pitch that won the business. And sent us straight into production with the Academy Award winning movie, The French Connection. Our commercial was DP’d by the Academy Award winning, Russell Carpenter who thanked me for getting to work on such a cool concept. Three months later, we are shooting our Speed commercial with the actual director of Speed, Jan Du Bont. We drove out to the scout the location, Jan said, “Yes, this is where I shot it.” And we all got back in the van. It was a campaign style that has now been done a few times over the years. But I think ours might have been the first.