You do put pressure on yourself and your product because everybody is paying attention. Our challenge was to make a Super Bowl-worthy message.

Alka-Seltzer has some of the most famous advertising of all time and the brand has withstood the test of time. This was a way to tap into the 75th anniversary. Tapping into the familiar, tried and true seemed a very natural place to go.

We decided to ... reach as many people as possible by buying a Super Bowl spot. In our business, you want to reach a lot of people. This vehicle is unprecedented in how many people it reaches in a short amount of time. People tune in to watch the commercial. It's a whole different environment.

The media environment is getting more fragmented, yet we still want to reach as many people as possible. To reach so many people in such a short amount of time was actually a good value for us.

We're very excited that we do have Super Bowl-worthy advertising for the pre-game.

I feel passionately about bringing attention to this issue. My goal in creating the image, aside from the technical challenge it took to make it look like the real billboard, was to make people think about what the 'ex-gay' marketing message means.