The creative execution itself actually described the idea, and instructed people to change the station to continue listening to the same commercial. Because Bruce Almighty is all about a man who inherits the power of God, we used God’s voice to address the nation. The commercial begins with a fake radio jingle, which gets interrupted by God. This makes it seem as though He’s cut through the regular radio play to tell the nation about Bruce Almighty. This was the most engaging way to use a radio only media schedule to hit maximum target.

The night Bruce Almighty played, TV2 had a massive 41% increase on their average March ratings for the same time slot. That was against the TV2 demographic of all people 18-39. Using only one medium to advertise this movie was a bold move, but one that we feel paid off.