Newly acquired by Cisco, Flip was ready and able to launch their fun, affordable, easy–to–use replacement for the ubiquitous camcorder. Because the going in thought was the democratization of video the audience was everyone. A mixture of celebrities and everyday users combined with an innovative approach of short 10 and 15 second TV spots—created entirely by users. Complimenting this was massive urban out of home takeovers in major US and Canadian cities, the end result being billions of consumer impressions, soaring brand awareness, with camera sales more than doubling.