Epson is an important FCB client that always looks for daring, innovative ways to advertise the excellent performance of the printers they make. In order to sell one of their printer models, Epson sponsored the sortevirtual.com.br website with a banner that included a printer. The printer moved as if it were working and printing a page containing an ad for the product. The message "40 times more resolution than this site" - made use of metalinguistics to convey an idea of the printing capacity of the model being advertised.