In Israel, commercials stop being broadcast just after midnight. We decided to target our mosquito victims by taking total ownership of the last commercial of the night for a two week period both on major radio stations.

The radio commercials made reference to different kinds of imaginary target audiences who stay up late at night (e.g. Vampires and Superheroes). One commercial reminds viewers that there are no vampires in the Middle East so they should go to sleep, while another asks ironically if the listener is an Israeli-style super hero - "Falafel Man" or "Get-a-good-deal Man" (both clearly un-heroic!).