It is a bold and disturbing masterpiece. A hypnotist casts a spell on all Canadians so they will crave a Cadbury Crispy Crunch bar whenever they hear a car horn honk. He hypnotizes the audience using a single TV spot and then, a cinema spot and a pre-recorded telephone message.

He later proves the power of his hypnotic message online and on TV with filmed evidence of people buying Crispy Crunch bars after hearing a car horn honk. Since the message came from our hypnotist instead of a sponsor, people bought it.

The campaign launched on TV with the :30 ‘Hypnotist’ spot. Shortly after, cinema was added, along with the URL ‘powerofhypnosis’. a website where the hypnotist offers several downloadable films, proving the success of his experiment. Wikipedia and Facebook profiles legitimize his credentials.Meantime wild-postings, flyers and small-space print ads invite readers to call a toll-free number and “Discover the Power of Hypnosis” where he once again spins his web. A longer film version proving the success of his experiment was uploaded to YouTube.

The idea created a mass media message with all the benefits of a viral one.