Google had decided that if an ad didn’t pass their testing, it didn’t run. So for the better part of nearly two years there was only one “runnable” 15 second ad. A huge campaign, done in conjunction with a huge ad agency, was supposed to solve this. It didn’t. And in fact that campaign set a new standard for not passing. At the same time I was working on the “core video assets” part of that year's launch, I had seen the boards for the new campaign, and I knew it was going to be a disaster. So I said, you know what, if we do this video assets thing right, where we’re just shooting modular scenes that can be put together however we want, I think we can beat this testing thing. And we did. And materials that were never meant to be the main campaign, became the main campaign. And nearly four years later, the Pixel ads being created are still using that same basic formula.