Australia's No1 Rock Radio Station TripleM's BreakfastShow The Cage needed to lift it's profile. It was thought new listeners were unlikely to tune in unless they had a sense of The Cage's style of humor. In essence, The Cage will 'take the piss' out of anyone - they don't discriminate. Who better to take the piss out of than the non-listeners they're trying to appeal to. When you see the ad you'll realize from overcomplicated thinking emerged a very simple execution. Key to this obtuse approach is the end-line, 'The Cage. It's a bit wrong but oh so right.'