People love looking at their phones while commercials run on the TV. So, to get people to pay attention to our commercial, we put it on a phone on the TV. Literally impossible to fail. The spot was originally concepted/written for the Super Bowl (idea being it's funny to run a phone-sized ad when people are watching the biggest TV screens) but that fell through at the last minute, and the script had to change. General idea held up, though.