This Radio spot aired at the exact moment that everyone is Israel moved the clock one hour back, ending daylight savings time.The Speaking clock is a well known service in Israel, which enables anyone to call a certain phone number and a female human voice recording repeats the exact time, just like in this radio spot.The spot was released a few days prior to its airing, and received a lot of attention in marketing blogs, being the first time the time-change was used for a campaign.