This campaign comes from the insight that no one wants to look dumb. All of us face little moments when we were confronted with gaps in our knowledge. There is so much trivia and non-essential information we have to manage to stay up with the times. These spots offer up MSN as a solution – a daily casual dip into MSN gives folks the data they need to make it through their day without being caught out on some bit of conversational currency. After all, no one wants to look dumb.