and the first version of it i pitched was set in a news environment. and nbc passed on it and said, no, write more of what you know. >> we were there at "30 rock," we were there at "snl." we knew what went on in the office. >> let's get into the first commercial parody. we were trying to think of a funnier cereal name. the favorite options so far include honey bunches of sadness, oat bung, and swastikos. >> fruit lupus. >> fart nuggets. >> "30 rock" is about a woman who ends up being a kind of a caretaker for an egomaniacal performer. >> your job is to protect me from embarrassment. >> he had to go to the optometrist. >> making up words won't save you. >> and her mentor who tries to teach her how to live. >> i can't fire rosemary. >> yes, you can.