Objective: to produce an ad that would drive sales of DSTV's new HD PVR decoder (South Africa's version of a TiVo HD DVR) over the Festive Season. Because HD TV only launched in SA in August 2008, the market is still largely ignorant about what High Definition TV is. The ad therefore had to both push the price special, plus fulfil an educational role re: how HD TV can bring your viewing to life.