If we’d spent that same $1 million on, say, two or three thirty-second spots on Friends, our message would have been lost. That minute and a half of prime-time advertising, at a million bucks, would have been a waste, a memory. Yeah, we would have been seen by another 10 million sets of eyeballs, but it’s not like they would have noticed—and they would have been the wrong sets of eyeballs for our brand, since a good chunk of that audience was a little outside our demographic. Our spots would have been lost in the clutter. And besides, even if they were paying attention, these coffee-sipping
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