The creative was designed to follow on from the events taking place at the game. In total twenty different executions were produced, with the TV station employing a traffic coordinator to ensure that the right version was played depending upon what had happened in the game. The effect was to convince viewers that they were still watching the game, not a commercial. The unique environment and on-screen action mirrored the viewers feelings at that particular moment, by either celebrating or commiserating with them.

The integration of the media buying and creative delivered significant cut-through. By blurring the lines between editorial and commercial, the cost of the airtime vs. the value delivered was significantly reduced. The results, as highlighted in the research, demonstrated that the placements had raised awareness out of proportion to the investment.