In order to show how different men and women really are, we developed a newsflash that works as a non-traditional ad in different radio programs. It has a version for men and another one for women and was broadcast at the same time with updated news for each transmission.

Using the stereo functionality, each flash was transmitted through separate channels. People just had to leave the corresponding headphone in, right for men, left for women, according to which newsflash they wanted to hear.