To paraphrase Pascal, “If I had more time, I would have written a shorter letter.” Just as it can take more effort to write a concise letter, it often requires more effort to cut content in an ad once created. This is especially crucial in an industry where air time is proportional to cost. In the quest to shave off time and expense, the British multinational Vodafone recruited Nielsen Consumer Neuroscience to employ their compression algorithm on one of their ads. This ability to condense creative without damaging the storyline was tantamount to success.