In order to cut through the clutter of radio promotion with screaming announcers, we set out to create a spot that had the natural feel and conversational banter of actual content. It not only snuck up on the listener, but also gave the talent the license to poke fun at the very network they were promoting, furthering the illusion that it was a real morning "drive time" radio show. In doing so, we were still able to get all the pertinent marketing information across in an organic and unconventional, and humorous manner. The show premiered to big ratings, and has become a big hit for NBC.