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Up, and he goes, oh, i can do that, too. if you figure out a way to amplify something that's going on in the culture and make it mainstream, that's for advertising when it becomes cool. we hardly had to do anything. marky made it cool. i mean, we just exposed him. >> shouts goes out to my man calvin klein, good looking out for the drawers, not saying i would do another fruit of the loom commercial or anything like that because they don't make the hype shorts. >> that's one of the most iconic campaign, because it felt like hip-hop, expression, but like high art, beautiful, and mark wahlberg rep...

Good start. >> that's the eternal quest for those who try to capture cool. ♪ cash money, money >> and sell it. >> all of a sudden, underwear is fashion. brilliant. >> it worked like gangbusters. >> my question is, can it be done? >> i'm not going to speak too much about this because people pay me to speak about these things. ♪ hit it, hit it >> if you have got to promote something to make it cool, then it really ain't cool. ♪ ♪ >> who are you? who do you want to be? you might ask yourself these questions, but you're not on your own. the people trying to sell you stuff, they're trying t...

You know, a white guy takes it up, and he goes, oh, i can do that, too. if you figure out a way to amplify something that's going on in the culture and make it mainstream, that's for advertising when it becomes cool. we hardly had to do anything. marky made it cool. i mean, we just exposed him. >> shouts goes out to my man calvin klein, good looking out for the drawers, not saying i would do another fruit of the loom commercial or anything like that because they don't make the hype shorts. >> that's one of the most iconic campaign, because it felt like hip-hop, expression, but like high art, b...

I brought my dude to play it cool. my first foolish mistake. do you have any insights into that exchange about their memories of their first date? >> yeah, man. i remember, like yesterday. jay called us into the room to hear this song. 713. originally it was just supposed to be a hard club beat. but beyonce told him she wanted to do a hard core love song. he called us into the studio to hear it. and whether we heard the verse, before he did anything, he is like, yo, i never, ever spoke on how, like, me and beyonce how we met in anything. so he is like this is going to be crazy. so when he let ...

Criminals we know most about. >> we catch them! because they do dumb things! >> some of the more brilliant criminals tend not to be identified. >> absolutely. and i think in this case, he did an obviously stupid thing. but the alternative may well have been a clear-cut case. he's facing jail time. he tried to avoid jail time and he exacerbated his problems. >> so he tried to avoid it and make it worse, which brings us to franklin fort, he's covered manafort extensively for the atlantic, i believe -- the new republic republic? >> the atlantic. >> neera mentions this. in this latest piece, paul ...