What was Einstein doing sticking his tongue out? Del Campo Nazca Saatchi & Saatchi can explain. Turns out, he was trying to lick an envelope, one of hundreds of envelopes, in fact, while postmen waited in a line to pick them up. Why was he licking the envelopes? Those boxes of cereal next to him are the key. The boxes were part of a promotion by a cereal brand and Einstein figured if he bought all of them, he would be likelier to win. Stories, the tagline says, are better panoramic.