If you've seen a Rexulti commercial, you know the plate. A smiley face you hold up while you fall apart behind it. So the brief was simple. Give us a new spot with our plate.

And we did. But we widened the lie. The plate is not the only way people hide. We hide behind our phones. With text. Thumbs-up emoji sent from bed at 2 p.m. on a Tuesday. And the "sorry I missed this!" message sent three days late. We gave it more masks. And of course, the plate.