Our media plan highlighted the need for radio to have a more significant role in our communication. Even more so with the increase in traffic congestion and hence the increase in travel time. Radio shows now have regular and devout listenership. We needed to use radio to illustrate the strong adhesive nature of U-HU glue. While a spot merely stating the same is an option, we thought one needs to make the listener experience the adhesive nature. What if we could actually get something to stick in their head? Maybe the name of the product itself.