180LA actually entered this clip into 4 different categories in Cannes hoping to speak directly to the judges. They tempt you with the results of taking this position: "A 120% increase in sun. You'll get hundreds of tweets from friends who want to visit you. Thousands of free impressions of your feet in the sand"
Needlescratch! Wait, what? Impressions in the sand? You're fibbing now, 180LA, I don't know a single Creative Director there who ever makes it to the beach they're too busy working.
Ah, so it's just like any other case study, embellished. ;) Nice realistic touch.