A tracking study fielded shortly after the commercial went on air indicated increases in awareness, consideration, intent to seek more information and intent to apply. Credited primarily to this TV commercial’s airings—supported by large media spending—these increases were corroborated by focus groups conducted approximately 4 weeks after the spot had been on air. A majority of respondents were able to play back the storyline, and many were even able to recite specific lines of the characters. Finally, and most tangibly, business results show acquisitions far exceeded expectations after the spot was in flight for only 4 months.