Cheap prices are common sense when you are buying. And it makes sense to not pay for something if you don’t want it. It is common sense to get away from bad weather. Flying with new airplanes makes more sense than flying with old ones. Low fuel consumption is also common sense. So we figured our client Norwegian is not a budget airline, it is a common sense airline. Then we launched this “new category of airlines” publishing a whole list of common sense reasons with a series of these films.