Bud: Tim, it's Friday. What do you got? I bet you got so many ideas, you don't know where to start.
Tim: Right, boss. I don't know where to start.
Al: Well, you know, a lot of people in Chicago are apartment dwellers.
Tim: Al...
Bud: Wait, wait, wait. No, that's true. In fact, the research shows that 53% of our target audience... lives in apartments.
Al: 53 percent!
Tim: That's right! That's exactly why I came up with this. Chicago apartment dwellers have what?
Bud: Cockroaches?
Tim: No, no! Fire escapes. Picture this - fire escapes as urban patios.
Bud: I like it.