What was the thinking behind the commercial about a family having a political argument during the holidays?
When you take a look at the Sprocket film called 'Togetherness,' that was actually I think a very important piece of work that we did following the election of the president. We were seeing that all reputable third-party research has proven that the country is going through its most polarized period in history. [So] we said, if that's the environment, are there still values that people hold sacred that unite us? And is there a relevant role for the brand to play? Should we go with one national message, or are the differences between red and blue states, between conservatives and liberals, so dramatically different that we need two different messages for the same product? And from a marketing standpoint that's a very important question to address. ... And what we found was that despite all the differences that there are, there are some things that we all continue to hold sacred, that continue to hold us together. Those are, we all want a better life for our kids. We want them to have better education and better professional opportunities than we did, so they can live a better life.