Canal+: CHILDPROOF COMMERCIAL

Credits & Description:

Category: Best Use of Audio

Advertiser: CANAL + CYFROWY

Product/Service: TV PARENTAL CONTROL

Agency: CHANGE INTEGRATED

Date of First Appearance: Sep 8 2010

Entrant Company: CHANGE INTEGRATED, Warsaw, POLAND

Entry URL: http://www.utm.com.pl/CHILDPROOF_COMMERCIAL

Creative Director: Jakub Korolczuk (Change Integrated)

Creative Director: Ryszard Sroka (Change Integrated)

Art Director/Copywriter: Tytus Klepacz (Change Integrated)

Copywriter/Art Director: Adam Marzec (Change Integrated)

Media placement: Radio Spot - RADIOFONIA FM - 5 September 2010



Insights, Strategy & the Idea

PLEASE SEE THE ATTACHED AUDIO VIDEO PRESENTATION



CYFRA+ is a leading digital TV provider in Poland. Our objective was to tell people about their parental control system on VOD service.



We decided to let parents experience it themselves.



Creative Execution

We created a radio commercial exclusively for adults. We took advantage of a scientific fact that people lose the ability to hear high frequency sounds when getting older. According to medical experts, most people over 20 years old cannot hear frequencies of 18,000 Hz.



So we recorded a radio spot of an erotic movie and than added 18,000 Hz sound in the background. This way minors didn't hear the ad, as the high frequency sound disturbed them throughout the whole commercial, often forcing them to cover their ears or change the channel. Adults however, since physically unable to hear such high tones, could clearly hear the ad.



Results and Effectiveness

The experience clearly delivers the message to its target audience, proving that CYFRA+ is an expert when it comes to TV parental control technology.