They’re aware that they’re talking about little bears capering around a cereal box and they’re arguing which way the bears should go. It’s a silly thing for adults to be doing. At the same time, they’re aware the client’s going to spend a million dollars on television time to run this commercial. Millions of dollars went into these little bears, so that gave them an importance of their own. That commercial, if successful, can double salaries. It’s serious, yet it isn’t. This kind of split is in everybody’s mind. Especially the older generation in advertising, people like me.