In Israel when playing soccer "I'm alone!" is the equivalent of "over here!" in English. The spot plays on this double meaning in Hebrew where "I'm alone!" also means literally "I'm alone…".

In order to start the fight we created Oded the Parking Guy. A fictional character that came up with ingenious business initiative: assist women park their cars. Oded published his new business everywhere. From posters, to radio, to a promotional online video that went viral in no time. In one week the whole country was arguing – who parks better? Women or men?

The time was ripe to launch Park Fight – a Facebook application/parking simulator aimed at resolving that explosive question once and for all. How? By checking who parks faster and better, males or females?

24 hours after the campaign was launched all the major news stations were after Oded the Parking Guy. They all wanted to learn more about his innovative enterprise. On top of the amazing media coverage, the Park Fight application broke any possible record. It was installed by over 275,000 users and became the most popular ever Facebook app in Israel. Over 2.5 million games were played and the app made it to the top 10 global most popular application that week.