CEO:  "Hey, what if we just show 30 seconds of someone sleeping?" 

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MARKETING:  "That'll look like a mattress commercial. We need to let people know that we straighten teeth, show the aligners being used, make sure people get that they're only worn at night, talk about our monthly payment plan, and include a call-to-action."

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MEDIA:  "Uh...we only have 15 seconds."

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MARKETING: "And get the URL in there too."

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