This ad, aired "live" in the third quarter shows a man messing up a live commercial because he's hungry- the 30 second version is the one that aired. Did this even need to be live? Seems to me that this clearly inspired by the hype that surrounded Gwen Stefani live Grammy ad, and was created for the press angle alone. The main difference is that Stefani pulled off a live musical show with stunts and dance moves, while adding the "skate accident" in for an unexpected twist. This idea falls a flat as it's not all that unexpected.