SX1 : Swiss army knife. The multi-function phone is featured as a Swiss army knife. SX1: Video clips. To demonstrate the phone’s video camera feature, we presented the top five video clips of the week through its screen.MC60: Icons. To demonstrate the phone’s various moving icons and logos, we created a ‘chase game’ between the icons and MAD TV’s logo.

We ran three (3) 10-second tv commercials with 32,181 euro budget. The same plan, as mainstream tv ads, would have cost 73,055 euros, more than twice of the amount spent.