>> I’ve never been so scared in my entire life. My assignment was to write a TV spot. I hadn’t watched TV in five years. And the strategy was “just do something cool.” Yikes. I observed the other teams talking, “We’ll take a Seinfeld transition with a M*A*S*H intro, kind of like “Three’s Company” meets “Twin Peaks.” I had no idea what anyone was talking about. And the client bought my spot. Just proves that it’s all about the idea.