Hidden camera commercial for Vitamin Water—Duck, Duck, Goose, the title pretty much says it all. As soon as I read the brief, I knew it would be awesome because of its simplicity. We ran it a few times, but what you see is one take—it all came down to getting people really bored. We told them they couldn’t use their phones, couldn’t talk, and had to sit in silence. Everyone was real, completely unaware, thinking they were just there to make some money in a focus group.