When I was on staff as an Editor at BBDO San Francisco a spec script came in from the ECD for a tv :30 promoting a contest to find the baby born closest to 9 months after the SF Giants got the winning out in the 2010 World Series. I did a stock image and music search and had a cut done that night. It was finished and on-air four days later and as soon as it hit it caught on like wild fire. It was an idea that appealed to baseball fans and baby lovers was covered on the front page of Yahoo, in the NY Post, and on CNN. 800 moms-to-be applied and the "Rally Baby" *almost* brought the giants back to the playoffs.