The Copy Chronicles

Michelin. The Protector Brand becomes the Hero Brand

2009-10-09T14:05:00.000-07:00

Years ago, Michelin had one of the greatest taglines in advertising history: Because so much is riding on your tires. The line, with its obvious play on words, sent a clear message to parents. It said buying chintzy tires isn’t only cheap, it’s potentially dangerous. When the rain is falling and the bridge is icy, do you really want second-rate tires on your station wagon? No. You don’t. Because the family is too precious, your child’s safety too invaluable.

The line, coupled with that adorable Michelin baby, worked like gangbusters because it gave meaning to Michelin tires. It not only validated the higher price tag, it also validated parents. It said, Hey, I’m a good parent. I buy Michelin tires, therefore I care about my kids. I’m doing a good job at this raising a family thing.

In the book The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes, the authors argue that the “meaning of a brand is its most precious and irreplaceable asset.” And I agree. What a brand means to consumers is much more valuable than the sum of its many product attributes. People don’t want to know the chemical compound of rubber that gives those tires that icy-road grip. They want to know they’re good parents, that they’re making the best decision for their family.

It’s not a new concept of course. It’s the essence of branding. But Michelin’s most recent campaign is a perfect example of a brand searching for new meaning.

Since the Michelin baby (which people in focus groups still vividly remember) Michelin has kind of floundered in their advertising. In the ad below, Michelin strives to be the technologically advanced, environmentally friendly, all-things-to-all-people brand.

And it didn’t work.

Especially on the eve of an economic downturn, when premium priced items are the last things on anyone’s mind. It was a shotgun approach to giving the brand new meaning. There’s throw a bunch on things on the wall and hope something sticks.

But the new campaign by TBWA Chiat Day gives Michelin new meaning that feels like a step in the right direction.

The weakest aspect of the campaign is its line “The Right Tire Changes Everything.” Which feels a little . . . meh. The statement may be true, but it comes off flat when you hold it up to the line of yesteryear. Of course in its defense, it’s attempting something entirely different -- a practical instead of an emotional strategy.

Right now, considering that most Americans are crying over their 401K, it’s probably safe to assume that people are less concerned about safe driving in a rain storm than they are about making the right economic decision. And that doesn’t necessarily mean taking the cheapest option. These are the days of the smart shopper, the one who can see the big picture. And that’s the campaign’s goal. Michelin tires are more expensive yes, but think long term, people. You’re going to save a boatload on gas with these babies.

Strategically is feels right.

But even if it wasn’t, I’d still love the first spot in the campaign, in which the Michelin Man quite literally adopts the mythological hero archetype and takes down a money-guzzling gas tank monster. The animation is fantastic. The voice over is great. And turning the Michelin Man into a tire-chucking superhero is two thumbs way up. Why hasn’t anyone thought of this before? I mean, the guy is made of tires, for crying out loud. Let’s use that, shall we.

So what used to be the Protector brand has now become the Hero, the answer to all your car-related needs. It’s a bold statement for a tire company to make. Can a tire change that knocking sound in my transmission? Don’t think so.

But I’m going to give Michelin the benefit of the doubt. For now. They’ve got me nodding along with the fuel-efficiency spot. But only time will tell is the right tire truly changes everything.

Smell that? That's fresh brewed advertising.

2009-09-16T20:09:00.000-07:00

I'm a sucker for innovative ambient work, which used to be called guerrilla advertising -- and probably still is in some circles. What's great about ambient work is that it's so unexpectedly disruptive. Advertising so saturates our society, so assaults us from every roadside, radio frequency and corner of the Internet, that are minds have a hard time processing it all. We go into cruise control and let most ads wash over us without their little seeds taking root in our subconscious. After awhile it all becomes noise. (I've probably been exposed to 50 web banners today, and I can't remember a single one.)

But ambient work, with its grandiose scale and unexpected placements, jolts us from our ad-averse reverie and forces us to take notice.

Two perfect examples are these beauties from Cossette.

How do you advertise free coffee at McDonald's? Well, you transform a light post into a pouring pot of coffee. Duh!

Seriously, in a thousand years I'm not sure I would have thought to do this. Brilliant.

And then there's this one, which works just as well and has the added benefit of stressing to consumers that time is running out. Everyday the coffee bean count goes down. Again, brilliant. I only hope they don't actually brew the coffee using these beans. Eck!

Click images to see bigger.

New Mac Ad: PC Innovation Lab

2009-09-15T21:06:00.000-07:00

The newest addition to the longstanding Mac/PC campaign feels like a straw dog in an otherwise stellar campaign. I've said before that I consider this campaign from LA-based agency TBWA Chiat Day one of the best in advertising history. Smart. Funny. Brilliantly simple. And perfectly cast.

And I stick by my claim.

But this new spot, entitled "PC Innovation Lab" feels unfair and a bit cruel.

Now, before you start sending in your hate mail and labeling me a PC sympathizer, note that I'm writing this blog entry on my MacBook. When I leave this life, you'll have to pry my Mac from my cold, dead fingers.

So why am I siding with PCs on this one? Because to suggest that PCs aren't innovative simply isn't true.

Granted, PCs live in a fragmented market instead of a single company like Macs, so it's harder for a PC consumer to track innovation. But to suggest that PCs are stuck in the Stone Age with nothing new to offer comes off as a weak, desperate argument.

Come on, Apple. It feels like you're running out of things to say. The attack-Vista approach was aggressive, yes, but at least it was true. Vista was a disaster. It made sense to capitalize on that failure. But now that Vista is a non-issue with the new Windows operating system, it feels as if Apple is scrambling to find a chink in PCs armor.

Sorry, Mac. I'm still on your team, but better luck next time.

Goody Hot Sauce, courtesy of Leo Burnett, Jeddah, Saudi Arabia

2009-02-17T11:56:00.001-08:00

Hot sauce ads are a dime a dozen. And the strategy is always the same: Whoa! This is some really hot sauce.

Fire. Fire alarms. Sprinkler systems. Burnt moustaches. It's all been done.

Personally, I think many, if not most, of the hot sauce ads I see are spec, meaning created without the client's knowledge for purely portfolio-building purposes. Who knows? In any event, here's the most recent addition to the category.

Is the hot sauce bottle supposed to be a lighter or a detonator? I'm not sure. And I don't think it matters. Both work, I suppose.

Whoa! This is some really hot sauce!

Secondhand Smoke Billboards for the Wyoming Department of Health

2009-02-17T11:33:00.000-08:00

A few months ago I discovered a wonderful little creative shop in Denver called Sukle Advertising & Design. They do quite a bit of government-sponsored work, like for water preservation or anti-smoking initiatives. I'm hoping they get a more substantial client soon. They seem to have some nice talent over there -- as evidenced by their most recent work for the Wyoming Department of Health.

The idea is simple: make the term "secondhand smoke" synonymous with death. Literally. These outdoor boards do just that, replacing the word death or one of its derivatives with the term secondhand smoke in common idioms or phrases. There were several of these, but these two are my favorites. Special kudos to copywriters Jim Glynn and Zac Spector.

The best and worst of the Superbowl commercials

2009-02-04T09:02:00.000-08:00

Here are what I consider the best and worst spots of the Superbowl. Overall, I thought this was a slightly above average year. There were a few that shined as well as a few that bombed, as there are every year. I say ‘slightly above average’ only because I went into this with such incredibly low expectations. These are dark economic days, and I thought NBC would have a hard time filling the time slots. Advertising budgets are some of the first casualties in a downturn, and Superbowl advertising, which everyone agrees to be exorbitantly expensive, is a shoe-in for places to cut back. Perhaps that would explain why some big brands were absent this year (Fed-Ex, McDonalds) and why Miller only gave us a one-second blip.

And yet despite the bleak economy, some brands ponied up the money not only for the media buy but also for the multi-million-dollar production fees. Seriously. Some of these spots cost more than some feature-length independent films.

The Best
This one had me laughing out loud for quite some time. Brilliant use of repetition. And the casting is spot on.

I’m not sure what this spot says about Bridgestone Tires, other than that they’re often stolen, but it sure is fun.

A very expensive, beautiful spot for Coke. It’s not as fun as last year’s parade blimp spot, but it’s fun nonetheless.

This spot for Hyundai isn’t a new idea. The whole “our product is so great, the competition is angry” has been done a million times. But I doubt it’s ever been done this well. Brilliant. And I love the last line.

This one for monster.com is my favorite. Simple. Hilarious.

The Worst
This one was done by amateurs in a contest sponsored by Doritos. But it certainly isn’t Super Bowl worthy. And certainly not worth the $1 million the winners and creators of this spot received.

This one is cruel and stupid.

This Sobe’s spot was in 3D, but that couldn’t possibly have helped. It’s ridunculous.

Go Daddy is always crude and lewd, but this one with Danica Patrick may be the worst one yet. Shameful.

This spot for Vizio is an easy target. It feels more like a Power Point presentation than a spot. And it makes the brand seem cheap. If your annual advertising budget is only a few million dollars, don’t spend it all on the Superbowl media buy. Be smart. Build a branding campaign inch by inch throughout the year.

Pure Inventions Commercial: I am a Rainbow

2009-01-30T09:23:00.000-08:00

Check out this spot from Pure Inventions, a "unique line of fruit and tea extracts." Done by Grey in New York. I love the song. It's called "Rainbow" by Marshall Altman. I couldn't find the song online so Marshall was kind enough to send it to me. Thank you, Marshall.

Carlsberg Sports Drink Commercial

2009-01-30T09:10:00.000-08:00

This spot is a few months old, but I only just discovered it. It's another product of the YouTube school of advertising: create a spot that looks like a home video. I think it's a strong idea, though. And the animation is spot on. Very funny. Enjoy.

Photo of President Thomas S. Monson

2009-01-25T18:49:00.000-08:00

I found this photo of Thomas S. Monson, the president of The Church of Jesus Christ of Latter-day Saints, online and had to share it. I think it captures President Monson's warmth and friendly disposition really well. He's such a happy, wonderful, amazing man. The stories I hear about his life, particularly those regarding his service as a young LDS bishop are inspiring. I'm a better person because of his counsel and example.

According to Church's Wikipedia page, the LDS Church is the fourth largest Christian denomination in the country. Whoa? Really? I had no idea. Awesome.

MLK Dream Weekend Campaign

2009-01-17T06:20:00.001-08:00

Here's a new campaign I've done for a local nonprofit that holds an annual event honoring Martin Luther King and his "I Have a Dream Speech." You can learn more about them at mlkdreamweekend.com.

Five books I've read (or listened to) recently

2009-01-15T11:30:00.000-08:00

I see it's been almost a month since my last post. Shameful. What's wrong with me? Anyway, a lot has happened in the past few weeks. For starters, here are the five books I've read or listened to on audiobooks. All simply mah-velous.

Peter and the Secret of Rundoon. The third and currently last book in the Peter and the Starcatchers series. I love these books. Dave Barry and Ridley Pearson have exactly the right mix of humor, humanity and classic fast-paced adventure. I'd read a hundred of these if there were that many.

Ender in Exile by Orson Scott Card. As I've mentioned in a previous post, Ender's Game may be my favorite novel ever. So when this book was released -- a direct sequel to Ender's Game, unlike Speaker for the Dead, which is also a sequel but occurs much later in the life of the main character -- I was ecstatic. It's wonderful. Card captures better than any other living author of whom I am aware what it means to belong to a family or how it feels to be utterly alone without one. Also, if you've ever wondered what soldiers returning from war feel like, read this book. Amazing. I pray Card plans to write a direct sequel to this one.

The Hound of the Baskervilles. I had never read any Sherlock Holmes adventures before, but now I'm hooked. I can see how Holmes has greatly influenced modern mystery writers as well as Scooby Doo, although the bad guy at the end of this short novel does not say, "And I would have gotten away with it too if not for you pesky kids!"

The Hard Way ( a Jack Reacher novel). A few months ago someone posted on my blog and encouraged me to read Lee Child's Jack Reacher's novels. Bless you bless you whoever you are. Reacher is the tough guy I've always wanted to be. Hard Way has a simple premise, but in Jack Reacher's world nothing is never as easy as it might first appear. My only complaint about the audiobook was the reader, who adopted a strained voice for one character that was impossible to understand. Fortunately the character doesn't have too many scenes, but whenever he did I wanted to reach through my iPod and shake the reader senseless. Hey, pal. You're a reader. If I can't understand you, you're not reading; you're making noise.

Nevertheless, The Hard Way is a Jack Reacher winner. I don't expect to tire of this guy any time soon.

Echo Park. This is my first Michael Connelly book. After listening to the audiobook of this one, I encouraged Lauren to check him out. She's since read four of his novels and enjoyed them all. Connelly's reoccuring character Harry Bosch is an older, wiser LA detective who strives to be a "true detective," one who is meticulously thorough and shows true compassion to the victims of the crimes he investigates. This near obsessive behavior however can drive Bosch to bend the rules of police procedure a bit in ways that aren't always ethical. It's a great character. And I'm looking forward to reading more of Bosch's adventures.

New Print Campaign for the Greenville Drive (an homage to The Christmas Story)

2008-12-19T05:50:00.000-08:00

Erwin-Penland, the agency I work for, just created a fun print campaign for local minor league baseball team The Greenville Drive. The ads invite folks to give season tickets this Christmas and do so with a nod to everyone's favorite holiday flick, A Christmas Story. Jason Smith is the art director. Lon Murdock is the photographer. The last one is my favorite.

Adidas Soccer Spot

2008-12-09T09:57:00.000-08:00

Here's a new commercial from ad agency 180Amsterdam featuring soccer great Steven Gerrard trying to hit a clay pigeon with a soccer ball. There's lot of debate online on whether or not this is real, which is precisely what the agency was hoping for, I'm sure. Advertising that gets noticed is great. Advertising that gets watched again and again and then discussed and argued about is flat out brilliant. In other words, in advertising terms, whether this is real or not is totally irrelevant.

As for me, I've watched it about 17 times and I'm pretty sure my opinion is right. But rather than influence you, I merely invite you to experience it yourself.

Ender's Game comics from Marvel

2008-12-08T09:41:00.000-08:00

Ask me what my favorite novel is, and I will tell you without hesitation that it's Ender's Game written by Orson Scott Card. It is cliche to say so, but when I first read it many, many years ago as a youngster it changed me. I had never been so emotionally invested in a character before. I never knew that stories could have such a hold on you, and I've read it again and again for that reason. Ender was the first true hero that I felt like I knew.

So you can imagine how thrilled I was to learn that Marvel would be doing a comic adaptation of the novel. The first two issues of the five-part series are available now, and they are nothing short of amazing. The art is stunning, but it's the adaptation by Chris Yost that has me the most mesmerized. For those of you who may say that an adaptation can never do the source material justice, give this one a try. Yost has truly captured the Ender's Game I first pictured in my mind. And, amazingly enough, he's done so with as few words as possible. This is a man who understands the advantages of the comic medium and who uses them to their fullest.

But don't take my word for it. Here is Orson Scott Card's reaction to the comic series.

Hostage by Robert Crais

2008-12-08T08:06:00.000-08:00

I love Robert Crais, especially his Elvis Cole and Joe Pike novels. The two make a lovely testosterone-filled pair. There’s always lots of busted heads and snarky commentary to go around when Elvis and Pike are on the job. But Hostage is one of Crais’s standalone novels. A few years ago it was made into a movie with Bruce Willis, but I recently saw the trailer, and I don’t think it’s anything I’ll want to see any time soon. It looked rather silly. But “silly,” dear reader, the novel is not.

Hostage tells the story of Jeff Talley, a former LA SWAT hostage negotiator who left the job after a hostage situation went bad and Talley became consumed with guilt. Now he’s the chief of police in the sleepy California town of Bristo Camino where the only legal infractions are the occasional speeding ticket.

All that changes when three criminals on the run are forced to stop in Bristo Camino to steal a car. As you might suspect, a hostage situation ensues, but it’s far more complicated than you might think. I’d rather not give anything away here, but suffice it to say that Crais is a master of the slow boil. Just when you think the situation couldn’t get any more dire or more complicated, Crais throws another wrench into the gears. This isn’t a simple hostage story. This is a story about the lengths one man will go to save the people he loves. It’s lots of fun, and although it’s loaded with more gore and language than you typically get from Crais, it’s still a wonderful ride.

Alka Seltzer by CLM BBDO Paris

2008-12-08T06:20:00.000-08:00

Some of the best advertising doesn't have any copy at all. Take this recent print campaign for Alka Seltzer created by Paris-based agency CLM BBDO. The premise is simple. Somebody is forced to eat something they shouldn't in order to avoid big painful trouble. I think they're brilliant in their simplicity. Great illustrations and hilarious situations. Hopefully they don't need any more explanation than that. (You may need to click on each to see it larger and get all the detail.)

Ways to say someone is stupid

2008-11-18T09:44:00.001-08:00

I heard an old familiar phrase the other day: "He's not the sharpest tool in the shed." And it got me thinking. There's a lot of idiomatic expressions in our language to imply that someone is not particularly bright. Here's a few examples, some found on the internet, some from my own memory.

He's not playing with a full deck.
The lights are on, but no one's home.
He's two eggs short of a dozen.
Not the brightest bulb.
Not the sharpest knife in the drawer. (See also tools and tool sheds.)
His elevator doesn't reach the top floor.
About as sharp as a marble.
The house is full, but the attic's empty.
A few clowns short of a circus.
He's depriving some village of its idiot. (This one is just cruel. And funny.)
A few fries short of a Happy Meal.
The wheel's spinning, but the hamster's dead.
The cheese slid off his cracker. (I don't know. This one just sounds vulgar to me.)
Couldn't pour water out of a boot with instructions on the heel.
He fell out of the Stupid tree and hit every branch on the way down. (I've also heard this one in relation to the "ugly tree.")
Chimney's clogged. (This sounds more like a medical condition.)
Doesn't have all his dogs on one leash. (Do you WANT all your dogs on one leash? If you're tackling the Klondike, OK sure. But if you're strolling the neighborhood, that sounds like a disaster to me.)
Forgot to pay his brain bill.
His antenna doesn't pick up all the channels.
If he had another brain, it would be lonely.
Missing a few buttons on his remote control. (I don't get this one.)
No grain in the silo.
Receiver is off the hook.
Big like ox, smart like tractor. (This one sounds like a Native American slur and is therefore doubly offensive.)
A few sandwiches short of a picnic. (Another one those "few short" phrases. It's an endless well apparently.)
Half a bubble off plumb. (Um, excuse me? No understand-o.)
Would lose a debate with a doorknob. (Technically this one is impossible since a doorknob cannot speak. The worse you could do is a draw, right?)
The hard drive is spinning but the OS hasn't been installed. (One for you IT types.)
Couldn't hit the floor if he fell on it.(Again, scientifically impossible. What would he hit, I ask you.)
Not the quickest horse in the stable.
Ten cents short of a dollar. (Why not simply say ninety cents. "Hey, that guy over there is so ninety cents." Hmm. I guess it loses something, doesn't it?)

New spot for Barclaycard: "Water Slide"

2008-11-10T07:19:00.000-08:00

Here's a very fun spot created by BBH London. I can't even begin to imagine what the production budget on this thing was. Great special effects. Very realistic. Great takes from the extras. Lots and lots of fun.

Test Your Awareness: Whodunnit?

2008-11-04T18:26:00.000-08:00

This is the coolest spot I've seen in some time. Lauren and I watched several times. I won't give it any more preamble than that. You simply must experience it for yourself.

Luke was voted a Terrific Kid. Well duh!

2008-11-03T19:52:00.000-08:00

Luke got an award today. His classmates voted him a Terrific Kid. One girl and one boy were selected from each class. Lauren, Jake and I went up to the school to show our support. We met in the cafeteria, and Luke was presented a certificate. I've seen bumper stickers that say "My kid is a Terrific Kid at Bell's Crossing Elementary" (or wherever), but the tickers feel more like free advertising for The Kiwanis Club, the sponsor of the award than anything else. So while we won't be putting the bumper sticker on the van, we're certainly proud of two Terrific Kids, especially the one who got the certificate to prove it.

Luke is there on the far right, second row.

Indigo Slam by Robert Crais (An Elvis Cole novel)

2008-11-03T18:44:00.001-08:00

Robert Crais is my favorite author these days. His Elvis Cole and Joe Pike novels read like nine-hour action movies. I usually listen to them on audiobook, but I'll occasionally read them the old fashion way as well. In Indigo Slam, Elvis Cole, the self-proclaimed world's greatest detective, is hired by three young kids to find their missing father. At first Elvis considers calling Social Services and having the state take care of the kids, but then Elvis discovers that the kids are in a whole hurt of trouble with the Russian mob and that they're father isn't what he appears. Meanwhile, Elvis's girlfriend Lucy is making arrangements to take a job in LA to be close to Elvis, but Lucy's ex-husband is playing hardball. This novel was written before The Last Detective, which deals more with Lucy's husband and the lengths he'll go to to maintain control over his wife and son. So if you haven't read either, read Indigo Slam first.

What I respect most about Crais is how much research he does for each of his novels. In Indigo, Crais delves deep into the particulars of a certain type of crime (one I won't divulge here) and the federal agency responsible for stopping it. It's fascinating. That's what's great about Crais. You can be entertained and educated at the same time. Granted, it's always crime education, how bad people do what they do. But hey, it's learning.

Bad Luck and Trouble by Lee Child (A Jack Reacher novel)

2008-11-03T18:15:00.000-08:00

Is there a character in fiction tougher and filled with more testosterone than Jack Reacher? I think not. Joe Pike, a recurring character in Robert Crais novels, would give Jack Reacher a run for his money, but Pike is more of a weapons guy, shotguns, Glocks, that sort of thing, whereas Jack Reacher can kill a man with his bare hands, or in the case of this novel, with his bare hand (singular).

In this Reacher outing, Reacher gets a distress call from someone in his past, a member of the Specials Investigations Unit he ran during his military days. Turns out another member of the unit has been brutally murdered and others are missing. Reacher and team meet up in LA to solve the crime themselves and carry out some serious vengeance, Jack Reacher style.

It's a great read. Fast paced plot. Devious bad guys. A solid team of experts, each with their own talents and skills. And plenty of bang up action. What's great about Jack Reacher is that he's unapologetically violent. He's not like the noble hero that Hollywood has created, the god guy who has the bad guy in his snare and could kill him easily but doesn't because that would be "wrong." That would be stooping to the bad guy's level and no true hero would sink so low. No, our heroes have to be noble.

Of course, the bad guy always exploits this nobility right at the last second and kills himself as a result. That way, we as the audience are pacified in seeing the bad guy get his just reward but also relieved to see that our hero was not responsible and therefore true to his squeaky clean nobility.

Well Jack Reacher don't play that game. If he finds a bad guy and that bad guy has served his purpose (ie. given Reacher the information he needs), Jack Reacher blows his brains out. Not because he's psychotic. Not because he's consumed with rage. But because that's what needs to be done. Jack Reacher is a man who gets it done. And in Bad Luck and Trouble he lives up to his reputation.

The Transformers Halloween Special

2008-11-03T17:58:00.001-08:00

I don't think there was ever an episode of the Transformers with the above title, but there should have been. I mean, if Star Wars can have a Christmas Special with songs like "What Can You Get a Wookie for Christmas?" then why can't the Transformers don some costumes and throw themselves a party.

Oh wait. They're Transformers. It's Halloween every day for those guys. They're always in disguise.

Anyway, this post is about two little boys who happen to be Transformers, namely Luke (aka Optimus Prime) and Jake (known to the world as Bumblebee).

Jake's mask was a little big for him, so he could only see out of one eye hole. This caused him to stumble a few times and to inspect each piece of candy he received by bringing it close to his eye hole. Funny. As you can see in the bottom photo, he tuckered out pretty quickly and spent much of the trick-or-treating time atop Daddy's shoulders.

The costumes were very authentic. They even had red robot eyes. Or maybe that was just the flash.

Bumblebee and the sexy lady I'm married to.

New Holiday Inn Express Commercials

2008-10-28T09:41:00.000-07:00

A few years ago Holiday Inn launched a campaign for their Express line of hotels that basically implied that Holiday Inn Express makes you smarter. You see, you get such a good night's rest at HIE, that the next day you're always at the top of your game. It's a strategy that's both ridiculous and ingenious at the same time. We've all stayed at uncomfortable hotels and tossed and turned all night. We all know what it's like to have a crappy night's sleep. It affects your performance. Well, working with ad agency Fallon Minneapolis, Holiday Inn Express is back with three hilarious additional executions entitled "Baby," "Fainter," and "Rapper."

Enjoy.

American Airlines commercial "Big Man"

2008-10-23T05:52:00.000-07:00

An awesome new spot for American Airlines. The casting is spot on. Brilliant. I only wish this youtube file was less pixelated so you could see all the nuances of the actors' performances.

Also, this youtube version isn't the funniest cut of the spot. The one I saw has Milos getting a spot on the Shanghai team. It's a funnier ending. But hey, this one's worth the peek-a-loo.