This will have been the conversation.
"Okay people, our next TV ad for Farmers will be a tie in to the new Marvel movie The Avengers."
"Because if we sign up more than five of our clients to promotional activity with The Avengers, we get a discount. Soft drink, sneakers, fast food, candy and… we're one short. So Farmers Insurance it is."
"What has the Avengers movie coming out got to do with Farmers' Insurance?"
"No idea. Why not ask that in the ad?"
"Will we answer it?"
"We won't need to."
"Can't we do the X-Men, that would tie in with the University Of Farmers campaign we've been running…"
"Can we give J K Simmons an eyepatch?"