that they picked us, out of everyone in the world, they picked our place. >> if this whole thing blew, up i would recover from it. i would go and work somewhere else. but a family business that was 28 years in the making might not recover from something like this. and i felt responsible, because these people are my family. >> understanding the joke, and being in on it. it was just like a waterfall of memes that you can make. >> we got put into a corner, and we used our humor to get out of it. >> we were making thousands of people laugh all over the entire -- not only nation, but world. it went from being a majority negative, and getting hate. to then be total opposite overnight. >> they ended up doing this in a rink-y think parking lot, no offensive to landscaping company. the real winner wasn't the campaign. which got to use it for free. it was the total landscaping company which has really come out of this on top. just owning social media over