Slowly the game is nearing its most exciting phase which Scott Hanson of NFL RedZone refers to as the “witching hour,” where anything can happen at any time, where wins become losses and losses become wins. For advertisers, this phase of the game plan is focused on getting the most out of their advertising investment, by designing and running ads that resonate with consumers emotionally, surprise them, and inspire them to share their favorite spots with others. This chapter highlights surprise and emotional tone as two central elements of successful ads and provides insight into the things that make ads go “viral.”