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to talk about hohow to learn from the best, we are joined by cary hatch and matt smith of smithgifford. two of t bt in the bususiness here in n washington. we already showed d thbmw ad. you pointed to that effective . i like it as well. i want to showow one of the ads you picked, the newcastle ad, and let you way anon why you thought this was effective >> honey? have you seen my [bleep]? >> try cleaning the fridge. try checking the basement bin. >> i cleaned the whole basement, and did tind any down here. >> check the garage. >> no [bleep]. >> check under the sink. >> note. hey -- you tricked me into doing chores. that is, the everyone can enjoy. >> youoth enjoy this . why is it effective? >> first, it was co-funded. what is thatat about having soone help y pay for an ad? >> and cro funded. this was a way off saying, we do not have a $4.5 million budget so we argoing to do it with a couple of our friends. people chipped in to help y. i thinthey also won the p.r. r. they really came outut ahehead, in tes of the advanced buzz. in terms of being a spf on every ad out there. isis that how they did it? >> they took advantage of wh