Brief:SABC2 wanted a fresh, daring ad to promote the Dr Phil show.Solution:A viral video that initially looks like a terrorist video from Osama Bin Laden, but the twist is that he has had a change of heart because of Dr Phil. It was sent to 75 000 TV license payers, we posted it on You Tube (apt for a video of this nature) and future plans are to put it on client’s website.Results:Audience ratings and numbers went up (37 500 viewers). About 230¬ people wrote and called in with favourable comments.