Podcasts have revolutionised the way we listen to radio: we can choose what we want, whenever we want it! This is probably why we feel extra annoyed when it suddenly stops for an ad break. As a result, a new behaviour has appeared: People quickly get up their phones and fast forward. As Swedens largest buyer of radio ads, McDonalds wanted to acknowledge this kind of ”hacking the system”. In the podcaster app you can fast forward 30 seconds. So we created an ad that was 40 seconds, that aired first in the commercial break. An ad that worked for those who tried to skip it. But awarded those who did not.