We presented lives that were truly strange yet inherently accessible to our audience. Media executions captured the spirit of this normal family trapped in an absurd world. Our full page ad in the NYTimes featured the characters' family portrait with their tattered seventies furniture placed sloppily in the yard. The caption: "When Fate Taps You On The Shoulder, Run." Subversive banner executions for support elements like theonion.com and match.com had enormously high clickthrough rates.

In the first thirty days, we achieved complete ROI and drove 1.6 million visitors to the Mercury website (1000% increase). We surpassed our brand awareness/perception goals when our loyal audience purchased Mariners - 378 Mercury vehicles in the first 45 days (consumers who neither owned nor had previously considered Mercury).