Martin Scorsese was chosen to direct the film. His attachment increased expectation and sense of occasion. The film would be just under 10 minutes, much longer than the previous spots and lending to the feel of a cinematic event.

Within 1 month, the film had clocked a million views on the site and you tube and was screened 516,043 times in cinemas. 380,000 DVDs were distributed. The conversation kept going in blogs (300,000 comments) and the site was linked to 400,000 times. 22 television stations aired the ad for free as content. More media time than we could have bought. And the client has had an excellent result. The brand kept up the volume of sales, while supporting a 30% increase of its sale price.