"I went in very wary about working with a corporate sponsor but ... they didn’t want to make a commercial for their gum out of it. They’ve got commercials; you can see them on TV all the time. But they’d seen what was going on on the internet – and by that time YouTube had taken off and it was becoming a big deal … and a lot of companies they want to be a part of that. But it’s very very difficult, too, because as soon as a company gets in there and starts making things, we as viewers, a switch flicks in your head and you know you are watching an ad and you interpret it differently. So they said, ‘We want to help you make it, but we’re not making it.’"