To communicate the products main benefits, we made it for the first time on the cover of SOHO Magazine (Colombia's # 1 men's magazine). We made a transparency that, when lifted, would take away all editorial texts from the cover and would leave the woman alone with a text.

The cover created such a shock, that DIRECTV had an increase in subscribers and sold 1000 new decoders for DIRECTV PLUS DVR. Also there was valuable free press and awareness generated towards the brand.