When Regal decided to switch from Pepsi to Coke we got tasked with helping Regal push fans to the concession stands. But concession spots in movie theaters are notoriously cheesy. We wanted to grab people’s attention in a way that was unexpected. So we created a campaign called “What’d I Miss” that showed moviegoers how important it is to grab snacks before the film starts. These spots tricked viewers into thinking they were watching a trailer for a new film when suddenly a main character disappears and returns with snacks to realize they have missed the plot.