Steers’ payoff line is ‘Real Burgers’ and so that’s what they’re known for but the fact of the matter is they also sell other items, one of which is ice creams, which they needed to highlight to consumers. We knew that people most likely to ask for ice cream would be kids who come with their parents to the fast food outlet, so we targeted parents by suggesting that ice cream makes kids happy, and happy kids grow up to be happy adults so if they don’t give their kids ice cream then their kids just might turn out to be a meanie later in life…and no parent wants that.