You all saw it. On Twitter or ESPN or CNN or elsewhere. Phil Mickelson dancing and dodging golf balls in a Mizzen and Main dress shirt. How did that come together to become the campaign of the year? How did it inspire Mizzen and Main to keep spending commercial dollars? There is a pretty clear path for this story, but some of it will surprise you. Mizzen and Main CEO Kevin Lavelle joins us to break down the brilliant spot and how they convinced Mickelson to do it.