The Tulsa Ballet commercials we made were because all of the old customers are dying off and their attendance was severly suffering. We needed to create a new audience. Many, but not all, of women love going to the ballet. Men, not so much, especially in Oklahoma where a man has to be a man. The strategy on the spots came down to one simple idea: Taking a woman to the ballet can go along way, from appologizing through actions or generating the desire to get laid.