"Probably both my and Kirk's single favorite ad in the history of the company. We were charged with running an ad in the E3 Trade Show program to attract the top young game developers to the BMG booth where they would be signed to lucrative development contracts. Instead of creating an ad that spoke to all 30,000 people in attendance, we did one that spoke only to the twelve people we were interested in—the developers. Written in the computer programmer language C++, this ad says, 'Does your publisher understand you?' And yes, all twelve came by the BMG booth."