The three spots in this campaign were run in the same ad break.The Brief: Create a radio campaign which communicated the fact that the Tracetec anti-theft car tracking device was extremely small, and therefore very difficult for car thieves to find. The solution: Create radio spots which hid the word tracetec in their copy, and challenged the listener to find it – demonstrating how hard it was for Tracetec to be found. The scale: Nationwide radio coverage.

SFX: Bluegrass musicMVO: The Bushes may have given the Lone Star state a bad rap, but there’s a whole lot more to Texas than ropey politicians and ropin’ Texas Longhorns.You can trace Texan history back to the Apache, who would have scalped Dubya just for bein’ dumb.

ANN: Did you spot 'Tracetec' in what you just heard?

If you did, you’ve done better than most car thieves. Because Tracetec’s tracking device is too small for them to find.

And what they can’t find, they can’t remove.

Tracetec. The only thing we hide – is our device.