Meyers was a shoo-in for the job and senior agency producer Lora Schulson connected the dots between director, producer and agency. "Ten years from now, you could put on a Timbaland track and it'll still sound forward," claims Chu. "You can't say that about most of today's young hot producers. Tim produced the beats. I wrote eight short hooks that, when connected, form the song. And Timbaland sings the hooks. That's the extent of the collaboration. It was smooth. It was fun. It's definitely something we all brag about. But it was also work, and the work paid off when we saw the expressions on everyone's face the first time we played the finished song for people." Meyers and Schulson supervised the process, bringing hip-hop video choreographer HiHat into the mix, completing the synthesis of what's as much a visually addictive feelgood reprieve as it is a product-specific retail spot. Many have tried and failed to force hip-hop trappings onto marketing scenarios; this combination of A-list talent, sexy lyrics and approachability leaves pretenders in the dust. "Joe Boxer isn't a hip-hop brand," says Chu. "It's a pop culture brand, and hip-hop is a force in pop culture. Our audience doesn't hold onto barriers like us old folks."