This spot (#2 in the series/ OAFWBFO02) does a great job demonstrating the critical "personal importance" programming/ giving nexus. Individuals that 1. love the programming 2. value it deeply and 3. say it's worthy of their support. The spot brings people who have a light touch with the message (high marks for letting us hear them laugh), but are utterly convincing speaking as themselves. The spot does a very good job making an efficient case for support, it's well edited, well scored (although the loop starts to wear as the spot plays) and leaves the live pitch staff well positioned to deliver the close.