Hypothetical conversation between the creatives one morning.

Creative 1: What's this MIA stuff? This brief sucks. Why can't we get a beer account?
Creative 2: Yeah but check out the photos, this lingerie is pretty hot. It's even Called Mia HOT.
Creative 1: Oh yeah, hoo momma, that's hot.
Creative 1: Yeah, and this, oh this is hot.
Creative 2: I'd like to show her a trick or two.
Creative 1: Hot.
Creative 2: Piping hot.
Creative 1: Red hot.
Creative 2: Lava hot.
Creative 1: Thermal imaging hot.
Creative 2: Brilliant!
Accountman: Have you guys come up with anything yet? We don't pay you to look at half naked women all day!
Creatives: Oh yeah, we've nailed it. If you need us, we'll be at the pub.