The assignment: develop a new commercial for the CRX-Si, the sexiest, zippiest and most youthful car in Honda's arsenal.

"Rarely, though, does a big idea shine through your windshield as you drive up the 405 in the company of your two creative stars.

Coburn saw it first. 'Check out that license plate,' he drawled.

In front of us was a CRX, black, maybe two years old. The clever owner's vanity plate read 'STLTH.' It might've read 'BINGO,' so quickly did Bob and Gary begin to free associate."

--pg. 279