I won't argue the pros and cons of different advertising styles, however the commercials you have seen are the first of a $10m campaign that will run for the next several weeks. I like this style very much, and anything that grows the brand will help the car player.

The dedicated car player marketing is happening at a different level, on a scale that massively exceeds anything empeg has ever been able to achieve. Over the next few months you'll see the car player all over the media, backed with editorial that will get the message across to our niche market far better than a 20 second commercial.

By the way, the marketing leader for this product at Rio does read the BBS :-)

Rob