Commercial breaks on national TV typically long. The creative concept designed was to interrupt a programme in prime-time (the most cluttered part of the day) only during 30-second and promote the fact inside the program, creating curiosity. By the end of the second part of the show, one of the comedians addresses the audience stating that they will see “the shortest break of Portuguese TV”. TMN ad runs immediately after.

TMN spots within the exclusive break show increased average audience of 46% when compared with normal commercial breaks in the same program. Comparing with all tv insertion from TMN, in the same time slot, the increment is 52%. The first exhibition was placed on YouTube counting already with 3,377 views.