Or capturing the vibe. Or breaking your station out of that "every day's the same day" mold.
Pepsi did it with this spot - "My Generation" - which resonates with Classic Rockers, and with people of every generation. The Pepsi logo looks awfully reminiscent of Obama's, too. But the bottom line is that during a key moment when America stopped to observe something momentous in its history, Pepsi reflected it with this spot.