The assignment was to convince holiday shoppers that when choosing a 3G smart phone for a gift, they must consider the 3G network the device is on and not simply the device itself. And remind them that Verizon offers far more 3G coverage than AT&T. With so many holiday messages on TV and so much noise from category competitors, we needed a spot that would not only stand out during broadcast but be sought after and shared via the web.By meticulously recreating the beloved Island of Misfit Toys from the classic Rudolph the Red Nosed Reindeer holiday special, we created a scene people wanted to watch. And by presenting a beloved AT&T 3G device known to have network issues as the most recent toy to land on the Island, we not only made a compelling argument that 3G gifts from Verizon are the better choice, we told a story people enjoyed, understood and talked about on social networks, blogs and mainstream media long after the spot ceased to live on Television.