The promotion was proactively initiated by the agency. The concept in itself was pure and simple and the same was the case for the execution. Like a real product recall, this small ad was placed on the front page of several national newspapers: as an announcement. It didn’t look or feel like advertising.

The small, one-off ad generated a lot of free publicity in a variety of different media that in value exceeded the small costs incurred to produce and run the ad. The ad was awarded best print ad in the Netherlands by a jury of prominent advertising professionals for Cebuco, the marketing organization of Dutch dailies to promote print advertising.