"When you're inviting somebody to spend time with advertising, that's the important thing to remember, this is fucking advertising. You have to be really really smart about how you weave the branding into the storyline. I think that is the biggest challenge right now for directors that are working outside of the 30-second spot. At the end of the day you still have to deliver a message and if you're not making them laugh, if there's no drama, if there's not crisis, conflict, resolution, you are going to lose them. Period."
-Tommy Means (Founder of Mekanism)
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