While the 30-second Microsoft commercial gives no hint as to what the commercial is about until about halfway through it, the situation, was one to which businessmen and women can relate, and they kept watching. The humorous twist of allowing passengers whose companies have no e-business strategy to board the plane last rewards the viewer with a bit of a laugh and introduces a worrisome problem for many of today's business. The last third of the commercial provides the solution. Later identification can sometimes penalize recall, but it allowed the humor to develop and boosted viewer liking to twice that of Oracle's scary revolution. The promised benefit contributed to an increased purchase intent among two-thirds of the recallers, twice the level achieved by Oracle.