Target: Lads, teenagers and 20 year-olds who want to look effortlessly cool.The first advert broadcasted on Myspace. Using online, press and leaflets we asked people to audition on our Myspace page. They sent in clips of themselves performing effortless tasks. We used XFm and music magazines to get bands to audition too. From thousands of entries we selected our star and singer. They both feature in the ad. It premiered on Myspace followed by Cinema and TV. The audience were able to watch our making-of film on interactive TV or online and download an album of the best tracks.