In this commercial for Pause Hi-Fi Stores, we used the whole commercial break to illustrate the difference between good and bad sound. The CEO of the store, Fredrik, speaks to the listeners, encourage them to visit the store. If they don’t obey he will simply mess up their audio system. And that is exactly what he does.In order for us to reinforce the message we asked for permission to use current commercials from other Swedish companies, so that the effect could remain through the whole break. In the end Fredrik returns and fixes the audio back to normal again.

We connected the world to Pause Home Entertainment Store, inviting everybody to experience the true nature of Pause's passion for customised sound systems. Meet the first Human Jukebox a.k.a. Fredrik Hjelmquist, CEO of Pause.

The campaign broke even after only 6 days, increasing sales by 112% compared to last year’s campaign period. Store visits increased about 400%, and traffic to the web store over 600%.