Genghis Khan was a man with two very different sides.On one side, he was a barbaric tyrant.

But on the other, he was an inventor.So we made a radio commercial with two very different sides.Listeners who adjusted the balance on their car or home stereos to the left heard: Genghis Khan was one of the world’s most uncompromising tyrants.Listeners who adjusted the balance to the right heard: Genghis Khan was one of the world’s most uncompromising geniuses.And those who heard the commercial without adjusting the balance clearly got both sides of the story at the same time.