28:30 on the history behind this icon of the American breakfast table: how oranges came to America, how they became a staple of everyday life, the amazing health benefits inside every glass of orange juice, and the incredible care and attention that Tropicana devotes to providing a premium product.Narrated by actor Danny Glover, the show was intentionally a 'soft sell' of the Tropicana brand. The client wanted to get their message out in a unique, less heavy-handed way - to design a type of 'alternative programming' viewers would find motivating for its content as much as its sales message.

By all traditional metrics, the show was a success. Although created as a drive to the web (where costs proved to be in line with traditional measurements), the show supported an 800 no. in certain markets which generated a cost per call that was consistent with other lead-generation campaigns.The most amazing success came in the form of industry buzz and the PR surrounding this unique programme. Many media outlets also chose to run this paid programming in place of their regularly scheduled shows, and it was given unprecedented run times: primetime on weekends, etc.