Craig covered his face with his hands, unsure whether to weep or laugh hysterically and then weep. It hurt. Of course, it hurt! You'd have to be a machine not to feel enraged watching the multimillion-dollar ad campaign you staked your career on gain no traction in traditional or social media.
Especially when a home video of a golden retriever puppy sleeping on the competitor's product had just gone viral. And their team had managed to run a successful spin-off campaign on a shoestring budget that was raking in sales.
But this was no time for tears. This was a time for action. He slapped himself in the face, just hard enough to bring some focus, then sent a single message to his assistant:
BRING IN THE KITTENS
