What's the most exciting reel you've come across lately?
A Chris Cunningham ¾" from '98.

In five words or less, describe the perfect conference call.
"We were thinking the Caribbean."

The best lie you've ever heard? Ever told?
Heard: "I wasn't going to send it out, I was just seeing what your credentials looked like on my resumé."

Told: "We just want to get this shot in case we end up doing a :60."

The best way to woo a client?
Celebs. Everyone is a starfucker.

The best turndown line you've ever heard?
From the young creative team: "I just don't know if so-and-so really knows how to shoot unicorns. I don't see it on the reel."

The craziest pitch you've ever encountered?"Our director will be really tired from all the travel, so we need to charter a private jet."

The commercial you remember the most from your youth.
Clap on. Clap off. The Clapper.

Do you TiVo?
I love TiVo, but I like hunting more. I like staying curious and finding cool stuff, rather than knowing what I am going to watch the second I sit in front on the TV.

Your reputation in the industry (in your opinion)?
Total slave-driving asshole with no intention of doing anything but moving units for the client.

What's your favorite swear word?
For Unlawful Carnal Knowledge.

What are you going to do when you grow up?
Just trying to figure that one out now.

Your favorite quote on advertising.
"Shit copy. Can't approve. Steve" - Steve Jobs.

Sam Baerwald is executive producer at 72andSunny, Los Angeles. He joined last year from TBWA\Chiat\Day, Los Angeles where he worked for 10 years as a producer for clients including Apple and adidas.