Convincing a team of creatives, sound technicians, and a radio announcer to go on a field trip wasn't that hard - but to overcome the technical difficulties of broadcasting a live commercial in the middle of a regular commercial break for the first time ever in Israel, was harder. In cooperation with 103fm, one of Israel's top radio stations we managed to broadcast live radio ads form the Toyota land cruiser located Mapal Hatachana, one of Israel's biggest and loudest waterfalls and from Nimrod Fortress - known for its blistering winds. The ad aired live in the middle of the break so people in their cars or at work could hear and feel as if they were in the terrain with us.

Because it was the first ever live commercial broadcasted in a regular commercial break, it made a lot of noise. Blogs' newspapers, radio shows etc talked about it and made the impact of the campaign bigger than the spots itself. The land cruiser made a name for itself as the beast of the outdoors and the people in their cars - well let them eat dust...