Since 2000 we’ve used the conceptual idea of “Unusually”. Everything about Pause is unusual, the stores, the know-how, the quality of the products as well as the ads and use of media. In the ad for “Unusually thin TV sets” a small “misfit” in printing the broadsheet resulted in the products disappearance.

The campaign ran in December 2005. During this time sales of luxury flat screen TV’s increased by approximately 300% compared to Decemberof the previous year.