How does one break through the clutter of Upfront season? Here's a thought. Be honest. The objective of this video was to pre-educate the audience about the paradigm shift that was happening in American TV consumption, and prepare Univision's clients for an Upfront that would ask clients to "balance their plan" with expanded investment in Univision. Blunt facts and a friendly tone allowed Univision to make big points, while keeping things happy. Recipients watched and shared the video, exponentially increasing the reach of the campaign. The campaign was covered by various news organizations including the New York Times.