Tom La Vecchia

They kind of gave you a little bit of a taste.

The truth of the matter is what prevents you or what allows you to buy something?

Why do you buy something?

That 1956 IBM bans, budget, authority, need, and timing.

The barrier can't be higher for Royal Oak AP.

It's the budget.

The guy or gal that can afford that can still afford that.

And if they can't, they can't.

Because the B in the budget is probably the highest barrier to entry world, aside for availability, the people that are going to own it may want to own it even more now because they have the real deal.

Just imagine Ferrari rolled something out with Kia and they did 1,000 vehicles for $35,000.

Those 1,000 vehicles are going to sell.

They're going to sell great for aftermarket.

But that attention is, great, you have that Kia Ferrari, but I want the real one.

It's going against everything you and I taught as marketers in the books.

as experienced, as agency owners, as our own marketers, but having the signal versus noise on this and having that level of earned media behind it, I think it was a huge win for both brands.

I had to play the contrary there, Tom, but I do agree.

It was brilliant.

I wanted people to hear both sides of that coin because I could have just started this and gone, Tom, it was brilliant and all that, but it was.

Because literally, you nailed it.

It takes a different way to seed your brand to the youth than maybe it did when the availability of media was so sparse 40 years ago.