This concept was originally pitched for Raid as "Pest Control Warnings" — alerting viewers to the bugs they might encounter in an upcoming movie, with discounts tied to the number of creepy crawlies on screen. The problem: there just weren't enough bugs to sustain it. But the format opened the door to a much bigger genre — tear-jerkers.

So we brought it to the Kleenex team, and The Kleenex Score was born.