By means of a media negotiation we inserted an ad where before there was none.The idea was implemented between more than 30 movies during one month.Thanks to the Lexmark T91 the amount of time people had to wait to watch the next movie was 70% less, making clear the importance of high-speed printing.

Every week Costa Rica’s Channel 4 shows two consecutive movies during their prime time slots. Between those movies, however, people have to wait through about 7 minutes in credits, something that is truly boring.To cut this time we rewrote the exact same credits for several movies and printed them out in 30” TV Spots, making a demonstration of how fast the Lexmark Pro 901 can print.

People hate to wait: It could be a line, on the road, on the Internet, on the phoneand even in front of a printer. So our challenge was to demonstrate that with the Lexmark Pro 901 you can save time or at least wait less.