Most advertisers on TV worry about losing their audience’s attention to their phones. But Qualcomm makes the technology that makes those second screens so interesting. So we’re actually pretty OK with it. And we wanted to ensure people knew both of those things.

Consequently, we needed to draw eyes to our spot while maintaining the conceit that we didn’t care if they ever looked away from those other screens we make possible. Which meant we had to create sneakily compelling content.

We chose to show a father and son in lederhosen. Very seriously, they perform a Bavarian Slap dancing routine. As they do, subtitles make the point that you can watch this admittedly odd commercial or you can check your smartphone. We didn’t care because, either way, you’re getting a whole lot of Qualcomm.