For years the Centraal Beheer Achmea advertising campaign was the most popular campaign in The Netherlands. To create rumour-around-the-brand and generate free publicity around the launch of a new TV-commercial, Result DDB faked a discussion between agency and client concerning the execution of this commercial. For this purpose we filmed an extra shot with a close-up of the butt of one of the actors and edited two cuts of the commercial. After that we put it on a 'hidden' page on Result DDB's web site and - on a Friday evening - we leaked the URL (www.resultddb.nl/centraalbeheer123) of that hidden page in newsgroups and to web logs. Response followed immediately: within hours the web server almost collapsed. After Result DDB 'discovered' the leak on Monday, we removed the page and created our own amateurish 'illegal' mirror-site (URL 217.67.230.167) on which we offered visitors to download the 'unauthorised' cut. Not only web loggers and after that news sites picked it up, with the undercover support of Result DDB it reached the radio news and the newspapers. In the end over 100,000 people watched the unauthorised tv-commercial online and about 600,000 people read about the new Centraal Beheer Achmea tv-commercial.