Lavalife wanted a new television spot to increase sign-ups to the online dating service. We argued for a stronger presence online, but given the tight budget devoted exclusively to TV, it didn’t seem likely, until the shoot day. We thought we’d just change around some dialogue on-set to create a racier version for online. It turned out to be a strange blessing when one poor actor struggled with his new line. Well, new word actually. The result was some kind of wonderful, appearing all over the web and passed around the world.