The purpose of this campaign was to remind the world of why America is such an incredible place to live. For our team, it all came down to something we use in our everyday lives: The phone book.

We found that our target audience for the most part were intelligent young men (geeks), so we wanted to play off high school stereotypes, turn it in an unexpected way and use the campaign to empower and embrace our target audience.

When we did our research, we found that the people who were betting would come alive for the couple of minutes of the race. We wanted to capitalize on that, so we built a whole campaign around those emotions.

We found surfers to be so centered and at peace with themselves so we took that zen concept and created a campaign around the teacher "Confucious". The result were surf lessons combined with Asian art to create a memorable campaign.

There were several features that we wanted to emphasize in this campaign so we used clever visuals to get the point across.

With older people, even the small things in life can send them over the edge. So we wanted to have fun and play up the silliness of those small moments and how Depend would be there for them.

For some men, football is life. These men come alive every August and go into hibernation at the end of January and we wanted to play up that aspect in this campaign.

This campaign was all about how we as normal people dream to become like the incredible atheletes in the track and field. So I wondered what would happen if we took it upon ourselves to be more like these athletes in our daily lives.