Well, they spent it on the airtime, not the spot I guess. It was fairly obvious that the placement cost a lot more than the spot itself. The ad's message was "

Well, they spent it on the airtime, not the spot I guess. It was fairly obvious that the placement cost a lot more than the spot itself. The ad's message was "OMG, it has a pen; I've gotta have it!" The people with me in the room at the time seemed slightly confused, mostly amused. The main points of confusion were whether the device is a phone or a tablet, and why we would want a pen for our phone/tablet. Maybe they should have spent a bit more on the spot's production.