Challenged to take Interstate Batteries out of the world of NASCAR and into the consumer mainstream in a way that was more Coca-Cola than Die Hard (the battery, not the film), we set up situations that demonstrate IB's "outrageous dependability" without telegraphing "this is a battery commercial." And let entertainment ensue. (Yes, the 60-second version of "Pinball" did actually air. And not just on late-night cable.) B2B print work carried on the new attitude.