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and give it some chili pepper. >> advertising is based on one thing, happiness. >> is there any taboo that you wouldn't break? >> not if there was a funny idea. >> what is wrong with you? >> there's so much different storytelling, and so many different stories being told about so many different people. >> i don't think dramatic series television has ever been stronger. >> there's no longer this theory of what popular entertainment must be. >> incoming! >> who are the heroes? the people who watch this show. >> this is the week when the major broadcast networks unveil their full lineup...

Breaking bad. >> surprise. >> when we were making the decision to do breaking bad, we absolutely were looking for an anti-hero show. and we wanted a guy that was going against the grain. >> dad, come check this out. >> i see it. >> come on, take it. >> check it out, walt. >> they tell you you need a good one sentence pitch and i came up with we're going to take mr. chips and turn him into scar face. what we were really going for was change. walter white says it the first hour of the show. >> electrons, they change their energy levels, molecules change their bonds. >> breaking bad was a study i...