In everyday encounters, the target audience often can’t hear many words and phrases said to them. So, they guess at what’s missing to try to make sense of what they do hear. (It’s often too embarrassing to ask people to keep repeating themselves.)We used this understanding to create a spot that the target audience can relate to and that’s simple yet, on air, sonically arresting. It is also engaging: its structure encourages listeners to determine what’s missing in the spot. The spot can also bear repeated airings, as listeners try to decide if they have filled the gaps correctly.