Americans have been obsessed with the spy genre since the Cold War, which is why it’s so prolific. But with America in a state of stress (i.e. Russian interference in elections), it’s currently a little too real.

Whiskey Cavalier put a twist on the overly serious spy genre with unexpected gadgets like exploding tampons. We knew these lighthearted gadgets were the show’s secret weapon. So we blew them up (literally) and featured them in a series of spoof ads we called Spyvertising.

ABC tasked us with launching their new series Whiskey Cavalier. The show, which gives a comedic twist to the dramatic spy genre, stars Scott Foley and Lauren Cohan in a power struggle wrought with sexual tension.

The stars have a huge fan base, and we knew their relationship would be a major driver for tune in.

So we played up the show’s romance and travel themes by advertising “Romantic Detonations,” a new travel agency. The spot starred the show’s cast and spoofed tourism advertising.

Audiences were sold. The season premier of Whiskey Cavalier pulled in an audience well over 4.5 million.