John Hancock and Hill Holliday had an illustrious 30-year relationship that fostered numerous award-winning campaigns. This was not one of them. But I think it should've been. I love this concept and the executions. Hancock wanted to stay close to their "real life, real answers" unvarnished look at life, and these updated that notion quite well. The idea was to air the "Intro" spot on TV and end it abruptly, encouraging viewers to go online and see the outcomes. Thankfully, they did. On the first night the spots aired the website crashed because of traffic. No one was happy about that. Except me. I knew it meant they were working.