Our strategy (perhaps obviously, once you’ve seen the spot) was to position Time Warner Cable as the service that would simplify your life. To get a television signal and an internet connection and phone service, you’ve got to wade through a swamp of documents, each with really tiny type. You could drown, possibly. We convinced our client that their biggest promise—more important than channel selection; more important than a high data transfer rate—was simplicity. Potential customers, weary of lugging their magnifying glasses everywhere, responded enthusiastically.